PrintNumber	ErrorLocation	Error	Correction	DateAdded
2	p4	Seventy-six percent of all Web users performed at least one search in January 2004, totalling 114 million Web visitors to search sites.	delete sentence	2/9/2009
2	p8	Update Figure 1.4 with new percentages update source from: Source: comScore Media Metrix (March 2008)	Fixed source updated to: Source: comScore (September 2009)	2/23/2009
2	p10	Live Search (www.live.com) is ranked third in the search race by most counts, with around 10 percent of U.S. searches, but Microsoft has long tried to increase its share of searches.	Live Search (www.live.com) is ranked third in the search race by most counts, with less than 10 percent of U.S. searches, but Microsoft has long tried to increase its share of searches.	2/23/2009
2	p11	AOL Search (search.aol.com) is used mostly by AOL users, but that is still a lot of people—adding up to over 4 percent of U.S. searches, good enough for fourth or fifth place, depending on who's counting.	AOL Search (search.aol.com) is used mostly by AOL users, but that is still a lot of people—totaling nearly 4 percent of U.S. searches, good enough for fourth or fifth place, depending on who's counting.	2/23/2009
2	p13	Today, Ask.com attracts more than 4 percent of U.S. searches, when you add up visits to all of its properties, ranking fourth or fifth depending on who’s doing the counting.	Today, Ask.com attracts about 4 percent of U.S. searches, when you add up visits to all of its properties, ranking fourth or fifth depending on who’s doing the counting.	2/23/2009
2	p16	Similarly, Technorati (www.technorati.com), which limits itself to blogs, and PODZINGER (www.podzinger.com), focusing on audio, may find more relevant information within those content types.	Similarly, Technorati (www.technorati.com), which limits itself to blogs, and EveryZing (www.everyzing.com), focusing on audio and video, may find more relevant information within those content types.	2/23/2009
2	p20	In fact, search marketing has the lowest cost per lead of any marketing method, as shown in Figure 1-13.	In fact, search marketing has the lowest cost of customer acquisition of any marketing method, as shown in Figure 1-13.	2/23/2009
2	p21	Figure 1-13 updated Source: Piper, Jaffray & Co. (March 2003)	Source: Piper, Jaffray & Co. (October 2006)	2/23/2009
2	p42	Many paid placement search engines still use high bidder auctions, but the top engines are moving away from it.	Some paid placement search engines still use high bidder auctions, but the top engines no longer do.	2/23/2009
2	p44	Figure 2.5 updated	fixed	2/23/2009
2	p57	Paid placement. Search engines show listings from whoever paid them the most money (regardless of how relevant they are).	Paid placement. Search engines show listings from advertisers paying for their spot in the results.	2/23/2009
2	p63	One example is paid inclusion—only Yahoo! offers it, but it affects all of the search engines syndicating the Yahoo! organic search technology, so it makes sense to consider.	delete sentence	2/23/2009
2	p64	None of the other paid directories, such as LookSmart, are critical for search marketers to target nowadays because they have plummeted in popularity.	None of the other paid directories are critical for search marketers to target nowadays because they have plummeted in popularity.	2/23/2009
2	p69	Today, WebMD has about 50 Open Directory listings.	Soon, WebMD had about 50 Open Directory listings.	2/23/2009
2	p70	Nearly every search engine displays paid placement ads, but most search marketers need to place ads with just three of them—MSN, Yahoo!, and Google. These three companies carry 97 percent of paid placement ads. (As we write this, MSN Search still uses Yahoo! paid placement in some countries, but it has announced plans to move to its own Microsoft adCenter paid placement engine in all countries over time.)	Nearly every search engine displays paid placement ads, but most search marketers need to place ads with just three of them—Live Search, Yahoo!, and Google. These three companies carry 97 percent of paid placement ads. (As we write this, Live Search still uses Yahoo! paid placement in some countries, but it has announced plans to move to its own Microsoft adCenter paid placement engine in all countries over time.)	2/23/2009
2	p78	Each local search engine has different capabilities, with most based on Zip codes, cities, or other geographic information in queries.	Each local search engine has different capabilities, with most based on postal codes, cities, or other geographic information in queries.	2/23/2009
2	p84	When a searcher enters “home improvement,” is he remodeling his bathroom or interested in Tim Allen’s TV show?	When a searcher enters “home improvement,” is he remodeling his bathroom or interested in the old Tim Allen TV show?	2/23/2009
2	p84	Transactional searchers want to do something (buy something, sign up, enter a contest, and so forth), and use queries such as “sydney weather” or “treo 600 activation.”	Transactional searchers want to do something (buy something, sign up, enter a contest, and so forth), and use queries such as “sydney weather” or “blackberry activation.”	2/23/2009
2	p87	15 maria shapapova Informational	15 maria sharapova Informational	2/23/2009
2	p88	Figure 4-1 updated	fixed	2/23/2009
2	p93	In addition, about one-fourth of searchers go to a different search engine and use the same query.	In addition, about one-fourth of searchers sometimes go to a different search engine and use the same query.	2/23/2009
2	p156	Similarly, the page that was returned by Ask.com, MSN Search, and Yahoo! for “best digital camera” is a interesting one.	Similarly, the page that was returned by Ask.com, Bing, and Yahoo! for “best digital camera” is a interesting one.	2/23/2009
2	p405	In Chapter 8, we walked through a relatively simple process for projecting a paid placement budget for Yahoo! By examining your keyword demand in each paid placement engine for each campaign, and by religiously following the technique from Chapter 8, you can take a stab at your media costs in any high bidder auction, but not hybrid ones.	In Chapter 8, we walked through the process for projecting a paid placement budget for hybrid auctions. By examining your keyword demand in each paid placement engine for each campaign, and by religiously following the technique from Chapter 8, you can take a stab at your media costs in any paid search campaign.	2/23/2009
2	p428	Some companies track profit margin—the percentage of profit per dollar of revenue. But not every company can track profit, either.	Some companies track profit margin—the percentage of profit per unit of revenue.	2/23/2009
2	p431	The minimum bid that you can place on a keyword ranges from 1¢ to 10¢, depending on the search engine, and every bid must be at least 1¢ higher than the bid below it.	The minimum bid that you can place on a keyword ranges from 1¢ to 10¢, depending on the search engine, with the major search engines requiring higher minimum bids.	2/23/2009
2	p xx	How Can More Pages from Your Site Be Indexed? 239 Eliminate Spider Traps 240 Reduce Ignored Content 252 Create Spider Paths 255 Country Maps 258 Use Inclusion Programs 258 Summary 266	How Can More Pages from Your Site Be Indexed? 239 Eliminate Spider Traps 240 Reduce Ignored Content 252 Create Spider Paths 255 Use Inclusion Programs 258 How Do You Control Indexing? 258 Summary 266	12/1/2009
2	p xxxv	Mike is also the author of Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, and he writes regular columns on search marketing for Revenue magazine, WebProNews, and Search Engine Guide. He’s a member of the Search Engine Marketing Council of the Direct Marketing Association and a charter member of the DMA’s Interactive Marketing Advisory Board. Mike is a frequent keynote speaker on Internet marketing at events around the world, serves as a Visiting Lecturer to the University of Virginia’s Darden School of Business, and he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing.	Mike is also the author of Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of the best business books of 2008 by the Miami Herald. Mike also writes regular columns on search marketing for the Internet Evolution, WebProNews, and Search Engine Guide web sites. He is a member of the Search Engine Marketing Council of the Direct Marketing Association and a charter member of the DMA’s Interactive Marketing Advisory Board.	12/1/2009
2	p xxxvi	Bill has a dual role as CEO of Global Strategies International and Director of Global Search Strategy for Neo@Ogilvy. As CEO, Bill is responsible for developing and executing GSI’s corporate strategy and global expansion while ensuring stellar results and client satisfaction for all clients. In his role of Global Search Strategist for Neo@Ogilvy, Bill is responsible for Ogilvy’s search marketing thought leadership and for developing global search marketing strategic roadmaps integrated into Ogilvy’s 360° integrated communications programs.	Bill is currently the President of Back Azimuth Consulting—a new generation of consultants helping companies leverage search and social media data to better understand the voice of the consumer and then translate it into highly relevant and sales driven content. Bill has previously been the CEO of two of the largest global search marketing firms, Global Strategies and Outrider, both of which were acquired by WPP. As the CEO of these companies, Bill grew them to be highly respected market leaders and oversaw the global expansion providing strategic search marketing services for many Fortune 100 companies, such as Adobe, Cisco, IBM, Intel, Nestle, P&G, and Zurich Financial. Bill writes for a number of leading publications such as Search Engine Watch and Search Engine Land. Bill is currently on the board of directors of the Search Engine Marketing Professional Organization and is active in growing SEMPO’s international base of members. Bill has also been named by BtoB Magazine one of the Top 100 B2B Marketers. Bill is a veteran of the U.S. Marine Corps, and he earned a B.A. in Asian Studies/Japanese from the University of Maryland, Tokyo Campus, and a B.S. in international business from California State University, Los Angeles. Bill can be reached through his company Web site (www.back-azimuth.com) or his blog (www.whunt.com). Visit www.semincbook.com for detailed information and tips on global and enterprise search marketing.	12/1/2009
2	5	Paid results. This term refers to a variety of revenue-generating activities by search sites, encompassing both paid inclusion and paid placement. Paid inclusion guarantees that a site’s pages have been catalogued by the search site, so that they can be returned when they closely match an organic search. Paid placement allows a Web site to pay to have its page shown in response to a particular search word entered, regardless of how closely the page matches what the searcher entered. Paid search programs are the quick fix to attracting searchers to your Web site, and search marketers are responding. The paid search market exceeded $5 billion in 2005 and is expected to rise to over $11 billion by 2011.	Paid results. There are a number of ways that you can pay money to improve the traffic that you receive from search engines, but what people are usually referring to when they talk about “paid search” or “paid results” has the official name of paid placement. Paid placement allows a Web site to pay to have its page shown in response to a particular search word entered, regardless of how closely the page matches what the searcher entered. Paid search programs are the quick fix to attracting searchers to your Web site, and search marketers are responding. The U.S. paid search market exceeded $10 billion in 2008 and is expected to rise to over $23 billion by 2013.	12/1/2009
2	p 7	replace figure 1.3	done	12/1/2009
2	p 7	Figure 1-3  Searcher loyalty. Google leads in the percentage of searchers who do not switch to a different search site. Sources: OneStat (May 2004) and iProspect (April 2004) Among worldwide search engines, Google and Yahoo! are currently the two top competitors, but the landscape can change quickly. Yahoo! and Google were partners until 2004, and as we write this, they might become partners again, or Yahoo! might be purchased by Microsoft®. Let’s look closely at the worldwide leaders in search and at leaders within particular countries and regions.	Figure 1-3  Searcher loyalty. Google leads in the percentage of searchers who do not switch to a different search site, with over two-thirds using Google exclusively. Source: comScore (August 2009) Among worldwide search engines, Google and Yahoo! are currently the two top competitors, but the landscape can change quickly. Yahoo! and Google were partners until 2004, and as we write this, Yahoo! and Microsoft® are awaiting regulatory approval for Yahoo! Search to be powered by Microsoft’s Bing search engine. Let’s look closely at the worldwide leaders in search and at leaders within particular countries and regions.	12/1/2009
2	p 8	Like many Web businesses of the 1990s, Google started small and grew as the Web exploded. Unlike many of the dotcom companies of that era, Google resisted going public until 2004, and eschewed advertising, preferring to grow through word of mouth. Google has been such a wonderful search engine that this strategy has worked. Google is used by more searchers than any other search engine, with more than a 50 percent U.S. market share. Google is one of the most visited Web sites in the world, offering results in over 40 languages—with more than half of its visitors from outside the United States.	Like many Web businesses of the 1990s, Google started small and grew as the Web exploded. Unlike many of the dotcom companies of that era, Google resisted going public until 2004, and eschewed advertising, preferring to grow through word of mouth. Google has been such a wonderful search engine that this strategy has worked. Google is used by more searchers than any other search engine, with nearly 70 percent U.S. market share. Google is one of the most visited Web sites in the world, offering results in over 40 languages—with more than half of its visitors from outside the United States.	12/1/2009
2	p 8	For the search marketer, Google is the 800-pound gorilla of the industry. You cannot ignore Google in your search strategy for organic or paid campaigns. But Google is not the only search engine in town. Google is the most popular search engine in the world, receiving more than half of all searches, as shown in Figure 1-4. But you must include other search engines in your plan to maximize the benefits of search marketing.	For the search marketer, Google is the 800-pound gorilla of the industry. You cannot ignore Google in your search strategy for organic or paid campaigns. But Google is not the only search engine in town. Google is the most popular search engine in the world, as shown in Figure 1-4. But you must include other search engines in your plan to maximize the benefits of search marketing.	12/1/2009
2	p 8	replace figure 1.4	done	12/1/2009
2	p 9	Yahoo! (www.yahoo.com) is one of the most-visited sites on the Internet, but its visitors do a lot more than search. Yahoo! is a leading portal, offering news, e-mail, shopping, and many other functions to visitors who register. The Yahoo! search engine is the #2 search engine, with more than one-fifth of all searches, but Figure 1-5 shows the difference in focus for Yahoo! and Google.	Yahoo! (www.yahoo.com) is one of the most-visited sites on the Internet, but its visitors do a lot more than search. Yahoo! is a leading portal, offering news, e-mail, shopping, and many other functions to visitors who register. The Yahoo! search engine is the #2 search engine, with nearly one-fifth of all searches, but Figure 1-5 shows the difference in focus for Yahoo! and Google.	12/1/2009
2	p 10	When Yahoo! began offering organic search capability, it licensed the technology from other companies—at one time licensing Google’s search technology. In 2003, Yahoo! shifted gears, acquiring several organic and paid search companies so that it could control its own technology. At first, Yahoo! suffered no major drop-off in popularity, but with each passing year, Google has turned a close race in market share into a rout, with Yahoo! now a distant second.	When Yahoo! began offering organic search capability, it licensed the technology from other companies—at one time licensing Google’s search technology. In 2003, Yahoo! shifted gears, acquiring several organic and paid search companies so that it could control its own technology. At first, Yahoo! suffered no major drop-off in popularity, but with each passing year, Google has turned a close race in market share into a rout, with Yahoo! now a distant second. In 2009, Microsoft and Yahoo! reached agreement for Microsoft’s Bing search engine to power Yahoo! Search, but it awaits 2010 regulatory approval. Pay attention to the news to see if and when this rollout occurs, country by country. Until it does, follow the advice in this book for Yahoo! when targeting the Yahoo! search engine, but follow the advice for Bing after such a switch occurs.	12/1/2009
2	p 10	Microsoft Live Search Microsoft Live Search was long known as MSN Search. The Microsoft Network (MSN), Microsoft’s answer to America Online’s service, was launched in conjunction with the Windows® 95 operating system, but has steadily trailed AOL in popularity despite Microsoft’s dominance of the PC software business.	Microsoft has fought an uphill battle for years to gain search share, first with MSN Search, then Live Search, and its latest entry the Bing search engine. Bing was introduced in 2009 to great fanfare and an expensive media campaign, resulting in some early gains in market share, albeit small ones.	12/1/2009
2	p 10	Live Search (www.live.com) is ranked third in the search race by most counts, with less than 10 percent of U.S. searches, but Microsoft has long tried to increase its share of searches. Microsoft introduced new technology for MSN Search in early 2005 and is rumored to be developing a new search facility built into a future version of the Windows operating system. Windows users would then be able to search their own computer, their company’s servers, and the Internet within the same search. Today’s Live Search, in contrast, looks a lot like the others, as Figure 1-6 shows.	Live Search is ranked third in in the search race by most counts, with around ten percent of U.S. searches, but Microsoft has long tried to increase its share of searches. Microsoft’s impending deal with Yahoo!, if approved, would make Bing the #2 search engine, with nearly one-third of all searches.	12/1/2009
2	p 10	Microsoft has fought an uphill battle for years to gain search share, first with MSN Search, then Live Search, and its latest entry the Bing search engine. Bing was introduced in 2009 to great fanfare and an expensive media campaign, resulting in some early gains in market share, albeit small ones. Live Search is ranked third in in the search race by most counts, with around ten percent of U.S. searches, but Microsoft has long tried to increase its share of searches. Microsoft’s impending deal with Yahoo!, if approved, would make Bing the #2 search engine, with nearly one-third of all searches. Worldwide search marketers must focus on Live Search because of the sizable number of visits you can attract to your site. Live Search uses its own technology for organic search and is migrating to its own paid search facility as well. Microsoft adCenter handles the paid results in the United States and many other countries while still syndicating Yahoo!’s Precision Match for others. Microsoft’s latest initiative offers cash back to searchers on purchases—it’s resulted in a 15 percent increase in traffic in its initial stages.	Microsoft has fought an uphill battle for years to gain search share, first with MSN Search, then Live Search, and its latest entry, the Bing search engine. Bing was introduced in 2009 to great fanfare and an expensive media campaign, resulting in some early gains in market share, albeit small ones. Bing is ranked third in in the search race by most counts, with around ten percent of U.S. searches, but Microsoft has long tried to increase its share of searches. Microsoft’s impending deal with Yahoo!, if approved, would make Bing the #2 search engine, with nearly one-third of all searches. Worldwide search marketers must focus on Bing because of the sizable number of visits you can attract to your site using Microsoft’s new organic search technology and its relatively new adCenter technology for paid search. Microsoft has long been rumored to be developing a new search facility built into a future version of the Windows operating system. Windows users would then be able to search their own computer, their company’s servers, and the Internet within the same search. Bing, in contrast, looks a lot like the others, as Figure 1-6 shows, but it has gotten good reviews since its debut.	12/1/2009
2	p 11	replace figure 1-6	done	12/7/2009
2	p 11	AOL Search (search.aol.com) is used mostly by AOL users, but that is still a lot of people—totaling nearly 4 percent of U.S. searches, good enough for fourth or fifth place, depending on who's counting. AOL has a partnership with Google, so organic search results on AOL Search are “enhanced by Google” as you can see in Figure 1-7.	AOL Search (search.aol.com) is used mostly by AOL users, but that is still a lot of people—totaling 3 percent of U.S. searches, good enough for fourth or fifth place, depending on who's counting. AOL has a partnership with Google, so organic search results on AOL Search are “enhanced by Google” as you can see in Figure 1-7.	12/7/2009
2	p 13	To gain market share, Ask.com also acquired Excite, one of the original Internet portals and still a popular search site. Today, Ask.com attracts about 4 percent of U.S. searches, when you add up visits to all of its properties, ranking fourth or fifth depending on who’s doing the counting. Ask.com is not the most popular search engine, but it is one of the most innovative.	To gain market share, Ask.com also acquired Excite, one of the original Internet portals and still a popular search site. Today, Ask.com attracts nearly 4 percent of U.S. searches, when you add up visits to all of its properties, ranking fourth or fifth depending on who’s doing the counting. Ask.com is not the most popular search engine, but it is one of the most innovative.	12/7/2009
2	p 14	More complex metasearch engines actually search multiple search engines at the same time and mix the results together on the same results page. InfoSpace owns several metasearch engines that work that way, including WebCrawler (www.webcrawler.com) and Dogpile (www. dogpile.com). Both of these metasearch engines search Google, Yahoo!, Live Search, Ask.com, and other search engines, but neither draws many searchers.	More complex metasearch engines actually search multiple search engines at the same time and mix the results together on the same results page. InfoSpace owns several metasearch engines that work that way, including WebCrawler (www.webcrawler.com) and Dogpile (www. dogpile.com). Both of these metasearch engines search Google, Yahoo!, Bing, Ask.com, and other search engines, but neither draws many searchers.	12/7/2009
2	p 16	replace figure 1-10 replace source from: Source: Hitwise (October 2007)	done source replaced to: Source: Hitwise (August 2009)	12/7/2009
2	p 18	replace figure 1-12 replace caption from: Figure 1-12  U.S. paid placement spending. Paid placement continues to grow, projected to more than double between 2009 and 2013. Source: eMarketer (August 2008)	done replace caption to: Figure 1-12  U.S. paid placement spending. Paid placement continues to grow, projected to double between 2009 and 2013. Source: eMarketer (August 2008)	12/7/2009
2	p 19	Yahoo!, which once used Google as the organic search that complemented its directory, has now made an about-face, acquiring several organic search companies to form a new organic Yahoo! Search (replacing Yahoo!’s use of Google) in 2004. Yahoo! acquired Overture (formerly Goto) for its paid search, rebranding it as Yahoo! Search Marketing Solutions in 2005. Google and Yahoo! are now the two largest competitors in the search market, but a little history shows how quickly that can change, as anyone associated with AltaVista can attest.	Yahoo!, which once used Google as the organic search that complemented its directory, and later became its fiercest rival, is now attempting to ally with Microsoft to use the Bing search engine, exiting from the search wars completely. Google and Bing are now the two largest competitors in the search market, but a little history shows how quickly can change, as anyone associated with AltaVista or Yahoo! can attest.	12/7/2009
2	p 20	European marketers report that they pay approximately ¤2 (euros) each time a searcher clicks their paid listings, and 55 percent regard that cost as “relatively cheap.” Seventy-six percent of marketers believe paid search is better than banner ads for achieving their business goals, and 80 percent of businesses surveyed are satisfied with the return on investment for search marketing expenditures—35 percent are very satisfied. In fact, search marketing has the lowest cost per lead of any marketing method, as shown in Figure 1-13.	European marketers report that they pay approximately ¤2 (euros) each time a searcher clicks their paid listings, and 55 percent regard that cost as “relatively cheap.” Seventy-six percent of marketers believe paid search is better than banner ads for achieving their business goals, and 80 percent of businesses surveyed are satisfied with the return on investment for search marketing expenditures—35 percent are very satisfied. In fact, search marketing has the lowest cost of customer acquisition of any marketing method, as shown in Figure 1-13.	12/7/2009
2	p 21	replace figure 1-13	done	12/7/2009
2	p 37	Although only experts (and now you) know these concepts, all searchers understand intuitively that they do not want to see wrong answers and do not want to miss correct answers. And the experts often drive search engine popularity, which is why you care about these concepts. “Buzz” among the digerati can drive usage of one search engine versus another. So if you think that “Google is slipping” or you hear experts talking about how “Yahoo! is improving its recall” or “Ask.com has more accurate results,” it might be a sign of a popularity shift coming.	Although only experts (and now you) know these concepts, all searchers understand intuitively that they do not want to see wrong answers and do not want to miss correct answers. And the experts often drive search engine popularity, which is why you care about these concepts. “Buzz” among the digerati can drive usage of one search engine versus another. So if you think that “Google is slipping” or you hear experts talking about how “Bing is improving its recall” or “Ask.com has more accurate results,” it might be a sign of a popularity shift coming.	12/8/2009
2	p 38	But the kind of organic search that Yahoo! and Google use over billions of Web pages requires a much more sophisticated approach to ranking. For some kinds of information, such as news stories, ranking results by the date of the information (newest first) might make sense, but most organic search results are ranked by relevance, the degree to which the pages match the subject of the query.	But the kind of organic search that Bing and Google use over billions of Web pages requires a much more sophisticated approach to ranking. For some kinds of information, such as news stories, ranking results by the date of the information (newest first) might make sense, but most organic search results are ranked by relevance, the degree to which the pages match the subject of the query.	12/8/2009
2	p 42	The oldest way of ranking paid matches is the simplest: The highest bidder wins. Overture, the paid placement company now owned by Yahoo!, invented the paid placement genre and introduced the high bidder auction. Each advertiser bids the amount of money it will pay when a searcher clicks its advertisement, and the search engine displays the highest bidder’s ad first among the paid results. Bids can change minute to minute, but the search engine always shows the current high bidder at the top of the list. Some paid placement search engines still use high bidder auctions, but the top engines no longer do.	The oldest way of ranking paid matches is the simplest: The highest bidder wins. Overture, the paid placement company later acquired by Yahoo!, invented the paid placement genre and introduced the high bidder auction. Each advertiser bids the amount of money it will pay when a searcher clicks its advertisement, and the search engine displays the highest bidder’s ad first among the paid results. Bids can change minute to minute, but the search engine always shows the current high bidder at the top of the list. Some paid placement search engines still use high bidder auctions, but the top engines no longer do.	12/8/2009
2	p 43	Google was the first, Live Search and Yahoo! Search have both moved away from a high bidder ranking algorithm to a hybrid auction approach.	Google was the first, Bing and Yahoo! Search have both moved away from a high bidder ranking algorithm to a hybrid auction approach.	12/8/2009
2	p 48	Some engines charge for trusted feeds (Yahoo!), some (especially shopping engines) require them but do not charge, and others (Google) do not accept them at all. (Google Product Search and Google Base do accept them.) In Chapter 10, we examine the use of trusted feeds as part of your search marketing program.	Some engines charge for trusted feeds, some (especially shopping engines) require them but do not charge, and others (Google) do not accept them at all. (Google Product Search and Google Base do accept them.) In Chapter 10, we examine the use of trusted feeds as part of your search marketing program.	12/8/2009
2	p 50	Some search engines also deduce other things that are not explicitly coded on the page. Ask.com, for example, algorithmically analyzes the words and links on every page to determine each page’s communities, recognizing that pages about a certain subject, such as woodworking or car repair, tend to use similar words and form a commonly linked community. Ask.com uses this information to hone in on pages considered experts within the community of each search query, believing this improves the search results. More and more, the secret sauce of search engines is composed of special text analytics such as Ask.com communities, where the search engine deduces information about your pages that was not there when you coded them.	Some search engines also deduce other things that are not explicitly coded on the page. Most search engines algorithmically analyze the words and links on every page to determine each page’s theme, recognizing that pages about a certain subject, such as woodworking or car repair, tend to use similar words and form a commonly-linked community. Search engines use this information to focus on pages considered expert within the subject of each search query, believing this improves the search results. More and more, the secret sauce of search engines is composed of special text analytics, such as themes, where the search engine deduces information about your pages that was not there when you coded them.	12/8/2009
2	p 52	So far, the spider has crawled the pages, and the search engine has analyzed the markup and text on each one. The next step is creating the search index, which is a specially designed database that the search engine uses to quickly find the matching pages in response to any search query.	So far, the spider has crawled the pages, and the search engine has analyzed the markup and text on each one. The next step is creating the search index, which is a specially-designed database that the search engine uses to quickly find the matching pages in response to any search query.	12/8/2009
2	p 53	AOL Search uses Google’s paid placement. Yahoo! used to use Google’s organic search, but it bought a few organic search companies and does not use Google anymore. Figure 2-11 provides a glimpse of how complex it all can be—and it changes constantly. (By the time you read this book, it will certainly have changed again.)	AOL Search uses Google’s paid placement. Yahoo! used to use Google’s organic search, then created its own, and now is angling to use Bing. Figure 2-11 provides a glimpse of how complex it all can be—and it changes constantly. (That diagram is from 2005, so you can see how much things have changed in just a few years.)	12/8/2009
2	p 57	Organic search. Search engines find the most relevant match for the searcher’s query. You, the search marketer, optimize your pages, wait for the spiders to come (or pay to send your content), and see your pages in the organic listings. Google and Yahoo! are the best-known organic search engines, but many local and shopping search engines also provide results based on query relevance.	Organic search. Search engines find the most relevant match for the searcher’s query. You, the search marketer, optimize your pages, wait for the spiders to come (or pay to send your content), and see your pages in the organic listings. Google is the best-known organic search engine, but many local and shopping search engines also provide results based on query relevance.	12/8/2009
2	p 58	Organic search refers to the way search engines find the most relevant match to a searcher’s query. Organic search results are driven purely by the relevance of the matches to the query words that the searcher entered, and are not influenced by any payments made to the search engine by search marketers. Google and Yahoo! provide organic search results, but so do many other search engines that you might not think of, including shopping search engines (such as Shopping.com) and specialty engines (such as Orbitz, the travel site, at www.orbitz.com).	Organic search refers to the way search engines find the most relevant match to a searcher’s query. Organic search results are driven purely by the relevance of the matches to the query words that the searcher entered, and are not influenced by any payments made to the search engine by search marketers. Google provides organic search results, but so do many other search engines that you might not think of, including shopping search engines (such as Shopping.com) and specialty engines (such as Orbitz, the travel site, at www.orbitz.com).	12/8/2009
2	p 61	Paid inclusion is the one organic search technique where you pay search engines. In contrast with paid placement, where you bid on keywords to be listed in the paid results, paid inclusion gets your pages into the index to be shown in the organic results. With paid inclusion, you pay a fee to the search engine for each page that you want included in its search index. But why pay to be included in the index when spiders come to your site for free? As you will learn later in this book, organic search spiders cannot index all pages. Your site might have problems that prevent the spider from indexing your pages—paid inclusion can help you. Or you might need the spider to revisit your site more frequently because your content constantly changes—that is another good reason to pay for inclusion. Although paid inclusion guarantees your page is listed in the index, it does not make it any more likely to be displayed #1 for any searches. The organic search engine works the same as always, but with paid inclusion, you have ensured your page is in the index, in case it is the right page for a query. Yahoo! offers paid inclusion, but Google pioneered a free inclusion program, called Sitemaps (www.sitemaps.org), which is now also supported by Yahoo! and Live Search. Shopping search engines usually require you to send your product database to them—that is a particular kind of paid inclusion called a trusted feed. We cover inclusion programs in detail in Chapter 10. For now, just realize that you may need to pay for inclusion or to use free inclusion programs to improve your organic search results.	Now that you know about how spiders can be blocked from seeing your site, thus freezing your pages out of search indexes, you might wonder if there is a way for you to guarantee that your pages be indexed. To fill that need, search engines pioneered paid inclusion, where search engines charged search marketers for that guaranteed indexing. But Microsoft ended its paid inclusion a few years back, with the last holdout, Yahoo!, ending its program in 2009. Today, inclusion programs no longer guarantee that pages will be indexed, but the good news is that they are free, based on the Sitemap standard (www.sitemaps.org). That standard is honored by all of the major search engines, and provides numerous ways for you to tell the search engines about your pages. While Sitemaps help your pages get into the search engines' indexes, it does nothing to help your pages rank higher in the search results. Pages indexed by crawling and those indexed through Sitemaps both have equal opportunities to be the #1 search result. There is still one last bastion of paid inclusion—shopping search. Most shopping search engines require that you send a trusted feed to them that includes your entire product catalog, and that you pay them for the privilege. We cover all inclusion programs in detail in Chapter 10, but for now, just realize that inclusion programs provide one more way to get your pages indexed so that searchers can find them.	12/8/2009
2	p 63	Table 3-1  Organic search technology. Ask.com, Google, Microsoft, and Yahoo! are the suppliers of organic search technology to all major organic search engines. Search Technology Inclusion Program Syndication Ask.com Free Ask.com Excite Iwon Teoma Google Free AOL Search Google Microsoft Live Search Free MSN.com Live Search Yahoo! Search Paid & Free Yahoo! AlltheWeb AltaVista	Table 3-1  Organic search technology. Ask.com, Google, Microsoft, and Yahoo! are the suppliers of organic search technology to all major organic search engines. Search Technology Syndication Ask.com Ask.com Excite Iwon Teoma Google AOL Search Google Microsoft Bing Bing Yahoo! Search Yahoo! AlltheWeb AltaVista	12/8/2009
2	p 70	Nearly every search engine displays paid placement ads, but most search marketers need to place ads with just three of them—Live Search, Yahoo!, and Google. These three companies carry 97 percent of paid placement ads. (As we write this, Live Search still uses Yahoo! paid placement in some countries, but it has announced plans to move to its own Microsoft adCenter paid placement engine in all countries over time.) Table 3-2 shows a list of paid placement competitors. Each one has different fees and restrictions on the content it accepts, and each one has different search engines that display its results.	Nearly every search engine displays paid placement ads, but most search marketers need to place ads with just three of them—Bing, Yahoo!, and Google. These three companies carry 97 percent of paid placement ads. (As we write this, Yahoo! still uses its own paid placement program, but has announced plans to move to the Microsoft adCenter paid placement engine in all countries over time, pending regulatory approval.) Table 3-2 shows a list of paid placement competitors. Each one has different fees and restrictions on the content it accepts, and each one has different search engines that display its results.	12/8/2009
2	p 71	Table 3-2  Paid placement programs. Google and Yahoo! are the leaders, but there are also other choices for paid placement. Search Program URL Activation Content Syndication Engine Fee Restrictions Google AdWords adwords.google.com $5 Adult and gambling Google AOL Ask.com Netscape Yahoo! Sponsored searchmarketing.yahoo. $50 Adult and gambling Yahoo! Search com/srch Alta Vista Live Microsoft advertising.msn.com $5 Objectionable Windows Search adCenter and illegal terms Live Search MIVA MIVA www.miva.com $50 Objectionable CNET Search Pay-Per and illegal Search.com -Click terms InfoSpace Kanoodle Keyword www.kanoodle.com $50 Objectionable USA Today Target and illegal terms MSNBC	Table 3-2  Paid placement programs. Google and Yahoo! are the leaders, but there are also other choices for paid placement. Search Program URL Activation Content Syndication Engine Fee Restrictions Google AdWords adwords.google.com $5 Adult and gambling Google AOL Ask.com Netscape Yahoo! Sponsored searchmarketing.yahoo. $50 Adult and gambling Yahoo! Search com/srch Alta Vista Bing Microsoft adcenter.microsoft.com $5 Objectionable Bing adCenter and illegal terms MIVA MIVA www.miva.com $50 Objectionable CNET Search Pay-Per and illegal Search.com -Click terms InfoSpace Kanoodle Keyword www.kanoodle.com $50 Objectionable USA Today Target and illegal terms MSNBC	12/8/2009
2	p 72	As mentioned, Google and Yahoo! have by far the greatest traffic for paid placement, but other competitors are not giving up. Microsoft launched adCenter in the United States in 2006 and continues to expand to other countries. FindWhat and Espotting merged to form MIVA (www.miva.com), combining Espotting’s focus in Europe with FindWhat’s strength in the United States. MIVA, however, remains a distant third to Google and Yahoo! in Europe. Except for the impending presence of MSN paid placement, there is no real competition to Google and Yahoo! in the Asian paid placement market. Google and Yahoo! also offer a variant of paid placement known as contextual advertising, where you bid to place ads on the pages of Web sites that have articles about subjects related to your ads. For example, if your company runs a hotel in Philadelphia, you might want to display an ad on a travel site’s pages about Philadelphia tourist attractions. Contextual advertising, although appropriate for some search marketers, is not the first place for you to start, so we reserve that discussion until Chapter 14, “Optimize Your Paid Search Program,” when we review advanced techniques in paid placement.	As mentioned, Google and Yahoo! have by far the greatest traffic for paid placement, but other competitors are not giving up. Microsoft launched adCenter in the United States in 2006 and continues to expand to other countries. FindWhat and Espotting merged to form MIVA (www.miva.com), combining Espotting’s focus in Europe with FindWhat’s strength in the United States. MIVA, however, remains a distant third to Google and Yahoo! in Europe. Except for the impending presence of Microsoft paid placement, there is no real competition to Google and Yahoo! in the Asian paid placement market. Google, Microsoft, and Yahoo! also offer a variant of paid placement known as contextual advertising, where you bid to place ads on the pages of Web sites that have articles about subjects related to your ads. For example, if your company runs a hotel in Philadelphia, you might want to display an ad on a travel site’s pages about Philadelphia tourist attractions. Contextual advertising, although appropriate for some search marketers, is not the first place for you to start, so we reserve that discussion until Chapter 14, “Optimize Your Paid Search Program,” when we review advanced techniques in paid placement.	12/8/2009
2	p 77	Paid placement also helps you reach large audiences, because ads are syndicated across many different search engines. However, sometimes this can be a problem. You might be happy with the policies of Yahoo! and Google, but you might be embarrassed over what content is on the same page as your listing on one of their syndication partner sites—they might have much looser policies on controversial content. You cannot control which partner sites might show your ads, except to opt out of syndication to all partners, which can cut your traffic substantially. (Many image-conscious companies do opt out, despite the loss of traffic.)	Paid placement also helps you reach large audiences, because ads are syndicated across many different search engines. However, sometimes this can be a problem. You might be happy with Google’s policy, but you might be embarrassed over what content is on the same page as your listing on one of their syndication partner sites—they might have much looser policies on controversial content. You cannot control which partner sites might show your ads, except to opt out of syndication to all partners, which can cut your traffic substantially. (Many image-conscious companies do opt out, despite the loss of traffic.)	12/8/2009
2	p 78	The major search engines (Google, Yahoo! Search, and Ask.com) and some traditional Yellow Pages publishers (Verizon and SBC) offer local search. Each local search engine has different capabilities, with most based on postal codes, cities, or other geographic information in queries. Yahoo! integrates its Yellow Pages and White Pages content into its mapping data to offer local results, and Ask.com partners with CitySearch (www.citysearch.com) for similar function. Some paid placement engines even analyze the location of a searcher’s computer on the Internet (its IP address) to guess where the searcher is physically located, to provide geographic targeting when searchers do not even tell the search engine their physical location.	The major search engines and some traditional Yellow Pages publishers (Verizon and SBC) offer local search. Each local search engine has different capabilities, with most based on postal codes, cities, or other geographic information in queries. Yahoo! integrates its Yellow Pages and White Pages content into its mapping data to offer local results, and Ask.com partners with CitySearch (www.citysearch.com) for similar function. Some paid placement engines even analyze the location of a searcher’s computer on the Internet (its IP address) to guess where the searcher is physically located, to provide geographic targeting when searchers do not even tell the search engine their physical location.	12/8/2009
2	p 86	Frequently, novice search marketers find navigational searchers the hardest to fathom—this type of search does not make any sense to them. “Why would someone go to a search engine to search for my company when the URL is our name?” they ask. But Table 4-3 reflects the popularity of navigational searches within the top 20 most frequently searched terms. As you look at the table, you will see that the top searches revolve around popular current events (Paris Hilton’s TV show, the Spider-Man movie, the Tour de France, and so on), but just below you find a set of navigational queries, some of which are the same week after week.	Frequently, novice search marketers find navigational searchers the hardest to fathom—this type of search does not make any sense to them. “Why would someone go to a search engine to search for my company when the URL is our name?” they ask. But Table 4-3 reflects the popularity of navigational searches within the top 20 most frequently searched terms. As you look at the table, you will see that the top searches revolve around popular current events from 2004 (Paris Hilton’s TV show, the Spider-Man movie, the Tour de France, and so on), but just below you find a set of navigational queries, some of which are the same week after week.	12/8/2009
2	p 96	As we look at our example of the Web Conversion Cycle, we can see that visitors might start out with a problem (primary demand) and must Learn about what kinds of solutions exist. When informed, they can choose a type of solution and Shop for a particular product (selective demand). If they are persuaded that they have found the right product and the right deal, they can Buy the product, and then wait to Get it before they Use it. Let’s look at each step in more detail.	As we look at our example of the Web Conversion Cycle, we can see that visitors might start out with a problem (primary demand) and must Learn about what kinds of solutions exist. When informed, they can choose a type of solution and Shop for a particular product (selective demand). If they are persuaded that they have found the right product and the right deal, they can Buy the product, and then wait to Get it before they Use it. While it looks neat on paper, understand that customers bounce around, rarely moving steadily from step to step. But it does not matter. Your job is to have the right information they want regardless of what step they are in. Let’s look at each step in more detail.	12/8/2009
2	p 154	Table 7-5  Snap Electronics inclusion check. Each search engine indexes some of the pages from your site (indicated by “Yes”), but not others. Target URL AOL Ask.com Google Live Yahoo! www.snapelectronics.com . . . Search Search /Cat?cat=6&lang=1&cntry=840 Yes No Yes No No /cameras/news Yes Yes Yes Yes Yes /Prd?prd=9&lang=1&cntry=840 No No No No No New page needed — — — — —	Table 7-5  Snap Electronics inclusion check. Each search engine indexes some of the pages from your site (indicated by “Yes”), but not others. Target URL AOL Ask.com Google Bing Yahoo! www.snapelectronics.com . . . Search /Cat?cat=6&lang=1&cntry=840 Yes No Yes No No /cameras/news Yes Yes Yes Yes Yes /Prd?prd=9&lang=1&cntry=840 No No No No No New page needed — — — — —	12/8/2009
2	p 161	replace figure 7-5	done	12/8/2009
2	p 167	If Snap Electronics planned to place a top paid placement bid in Google, Yahoo!, and Live Search for every keyword, they could add as much as 5 percent to their clickthrough rates to generate a larger number of added referrals. But Snap wanted to take a more conservative approach. Rather than buying each of these keywords across three search engines, Snap decided to buy just one keyword in Google as an experiment. They chose the most popular keyword, “digital cameras.” This approach allowed them to gain experience with paid placement without having to make a big commitment of money and management time. Based on the results of the experiment, they will decide how to approach paid placement in the future.	If Snap Electronics planned to place a top paid placement bid in Google, Yahoo!, and Bing for every keyword, they could add as much as 5 percent to their clickthrough rates to generate a larger number of added referrals. But Snap wanted to take a more conservative approach. Rather than buying each of these keywords across three search engines, Snap decided to buy just one keyword in Google as an experiment. They chose the most popular keyword, “digital cameras.” This approach allowed them to gain experience with paid placement without having to make a big commitment of money and management time. Based on the results of the experiment, they will decide how to approach paid placement in the future.	12/8/2009
2	p 178	After taking all of this information into account, Snap chose to focus on the United States, its largest market, across its entire product line. So, Snap’s overall scope for its search marketing program covers its U.S. products, and its first campaign will be for digital cameras. Snap decided to concentrate on organic search, targeting the five major worldwide search engines: Google, Yahoo!, Ask Jeeves, Live Search, and AOL Search. Although concentrating on organic search, Snap chose to experiment with paid search, too, deferring a final scope decision on paid search until the experiment is complete. These basic scope decisions will drive the rest of Snap’s strategy.	After taking all of this information into account, Snap chose to focus on the United States, its largest market, across its entire product line. So, Snap’s overall scope for its search marketing program covers its U.S. products, and its first campaign will be for digital cameras. Snap decided to concentrate on organic search, targeting the five major worldwide search engines: Google, Yahoo!, Ask.com, Bing, and AOL Search. Although concentrating on organic search, Snap chose to experiment with paid search, too, deferring a final scope decision on paid search until the experiment is complete. These basic scope decisions will drive the rest of Snap’s strategy.	12/8/2009
2	p 182	Targeting search engines. Your central search team is probably best equipped to select the worldwide engines to focus on (such as Google and Yahoo!), but picking the right local search engines in each individual country around the world might be best done by the people on your extended team who maintain your Web site in each country. If you work for a small company with few international sales, just focus on Google, Yahoo! Search, Live Search, Ask.com, and perhaps a few others. However, a large multinational company, with sales in dozens of countries, must explicitly target local search engines in each country, in addition to the big worldwide players. Let your extended team members in each country do that.	Targeting search engines. Your central search team is probably best equipped to select the worldwide engines to focus on (such as Google and Yahoo!), but picking the right local search engines in each individual country around the world might be best done by the people on your extended team who maintain your Web site in each country. If you work for a small company with few international sales, just focus on Google, Yahoo! Search, Bing, Ask.com, and perhaps a few others. However, a large multinational company, with sales in dozens of countries, must explicitly target local search engines in each country, in addition to the big worldwide players. Let your extended team members in each country do that.	12/8/2009
2	p 187	Search consultants. Called search engine optimization (SEO) or search engine marketing (SEM) consultants, these new firms specialize in search marketing. Some of the leading firms include iProspect, Efficient Frontier, and Global Strategies International, but many smaller firms can do a great job for your business, too. Typically, search consultants are smaller firms whose resources could be overwhelmed by a large account, and they have commensurately higher risks of failure. Like most small companies, they are usually far more flexible in the way they work with your company, which can be critical if you work for a large organization used to doing things its own way. Some search consultants are stronger at organic search than paid search, but most handle both well. A great place to find search consultants is the Search Engine Marketing Professional Organization (www.sempo.org).	Search consultants. Called search engine optimization (SEO) or search engine marketing (SEM) consultants, these new firms specialize in search marketing. Some of the leading firms include Global Strategies International, NetConcepts, and Converseon, but many smaller firms can do a great job for your business, too. Typically, search consultants are smaller firms whose resources could be overwhelmed by a large account, and they have commensurately higher risks of failure. Like most small companies, they are usually far more flexible in the way they work with your company, which can be critical if you work for a large organization used to doing things its own way. Some search consultants are stronger at organic search than paid search, but most handle both well. A great place to find search consultants is the Search Engine Marketing Professional Organization (www.sempo.org).	12/8/2009
2	p 195	Snap Electronics signed up for several ad accounts to check out the similar projection tools for Google, Live Search, and Yahoo! They eventually decided to use Yahoo!’s projection estimator to figure out their spending. By experimenting with several different bid levels, they saw estimates of how many clicks to their site they could expect for each one.	Snap Electronics signed up for several ad accounts to check out the similar projection tools for Google, Bing, and Yahoo! They eventually decided to use Yahoo!’s projection estimator to figure out their spending. By experimenting with several different bid levels, they saw estimates of how many clicks to their site they could expect for each one.	12/8/2009
2	p 211	Check search results regularly. Your PR team should be on the lookout for the emergence of these sites and should regularly execute queries using your leading brand names, your company name, and the names of high-profile executives. Hate sites depend on search results to get attention, so spotting them quickly helps you take action sooner.	Your PR team should regularly execute queries using your leading brand names, your company name, and the names of high-profile executives, or use automated search reputation tools from companies such as Converseon.	12/8/2009
2	p 229	This chapter answers three basic questions:	This chapter answers four basic questions:	12/8/2009
2	p 230	add bullet text	How do you control indexing? Once almost all of your pages are being indexed, you can fine-tune the indexing process to provide even more benefits to your organic search marketing.	12/8/2009
2	p 233	Table 10-1  Spider user agent names. Each search engine sends a spider to your site that you can spot by its agent name in your Web server logs. Search Engine Spider Agent Name AOL Googlebot Ask.com Teoma Google Googlebot Live Search MSNbot Yahoo! Slurp	Table 10-1  Spider user agent names. Each search engine sends a spider to your site that you can spot by its agent name in your Web server logs. Search Engine Spider Agent Name AOL Googlebot Ask.com Teoma Google Googlebot Bing msnbot Yahoo! Slurp	12/8/2009
2	p 234	If a browser is making the request (with Mozilla in the name, for example), the program returns the page that human visitors should see. If it is a search engine’s spider, however, the program sends back a page full of keywords designed to attain a high search ranking. Later in this chapter, we discuss situations where you can legitimately use IP delivery techniques, but using this technique to fool a search engine about what visitors see on the page is clearly spam, and the search engines will deal with it harshly. Unless you know that what you are doing is acceptable, cloaking is a dangerous game that can get your site banned. Cloaking can bring quick rankings, but when competitors see what you are doing, they will complain to the search engines and shut you down.	If it is a search engine’s spider, however, the program sends back a page full of keywords designed to attain a high search ranking.There are situations where you can legitimately use IP delivery techniques, but using this technique to fool a search engine about what visitors see on the page is clearly spam, and the search engines will deal with it harshly. Unless you know that what you are doing is acceptable, cloaking is a dangerous game that can get your site banned. Cloaking can bring quick rankings, but when competitors see what you are doing, they will complain to the search engines and shut you down.	12/8/2009
2	p 235	Every major search engine, except Ask.com, has a way to submit your site, but not all of them are free. Search engines that offer free submission often refer to their “Add URL” page as the place you should go—at Google it’s at www.google.com/addurl (with others listed in Table 10-2). Remember, if your site is missing from multiple search indexes, you need to submit to each search engine. Typically, pages submitted are included in the search index within a few weeks—you can check your log files to see whether the spider is visiting.	Every major search engine, except Ask.com, has a way to submit your site, and, happily, all of them are free. Search engines that offer free submission often refer to their “Add URL” page as the place you should go—at Google it’s at www.google.com/addurl (with others listed in Table 10-2). Remember, if your site is missing from multiple search indexes, you need to submit to each search engine. Typically, pages submitted are included in the search index within a few weeks—you can check your log files to see whether the spider is visiting.	12/9/2009
2	p 235	Table 10-2  Submitting URLs. Each search engine allows you to request inclusion of your site—some charge nothing, whereas others have paid inclusion programs. Search Engine Free or Fee? URL AOL Free www.google.com/addurl Google Free www.google.com/addurl Live Search Free http://search.live.com/docs/submit.aspx Yahoo! Fee http://searchmarketing.yahoo.com/srchsb/index.php	Table 10-2  Submitting URLs. Each search engine allows you to request inclusion of your site—some charge nothing, whereas others have paid inclusion programs. Search Engine URL AOL www.google.com/addurl Google www.google.com/addurl Bing http://bing.com/docs/submit.aspx Yahoo! http://siteexplorer.search.yahoo.com/submit	12/9/2009
2	p 236	A surefire way to get your pages included is to pay a search engine to put them in the index. As discussed in Chapter 3, “How Search Marketing Works,” paid inclusion not only guarantees to keep your pages in the index, it also promises that they will be revisited by the spider regularly. Paid inclusion programs charge for each page included and for each time a searcher clicks your page. Yahoo! is the only major engine offering paid inclusion, but Google, Yahoo!, Ask.com, and Live Search offer free inclusion through the Sitemaps program (www.sitemaps.org). Remember that inclusion programs never guarantee your page will be shown by the search engine—only that it is in the index to be found. Later in this chapter, we look at inclusion programs in detail.	Time was that Yahoo! and other search engines offered paid inclusion programs that guaranteed inclusion in the index in return for a fee, but Yahoo! eliminated the last remaining paid inclusion program in 2009. Happily, Google, Yahoo!, Bing, and Ask.com all offer free inclusion through the Sitemaps program (www.sitemaps.org). Remember that free inclusion programs do not guarantee your page will be placed in the index, but it gives you the best chance. And do not be confused: No inclusion program ever influences the search engine to rank your page higher in the search results. Later in this chapter, we look at inclusion programs in detail.	12/9/2009
2	p 238	Google is not alone—AOL, Live Search, and Yahoo! all provide that special “site:” operator for you to see how many of your pages are indexed. Yahoo! goes so far as to offer a tool called Site Explorer (http://siteexplorer.search.yahoo.com). But Ask.com forces you to use its Advanced Search interface to search for a word on all your pages (such as your company name) with yourdomain.com in the Domain or Site field. Instead of entering these special operators by hand, you can use one of several tools to take the drudgery out of the reporting. MarketLeap (www.marketleap.com), a search marketing consultancy, offers their Search Engine Saturation Reporting Tool, as shown in Figure 10-4.	Google is not alone—AOL, Bing, and Yahoo! all provide that special “site:” operator for you to see how many of your pages are indexed. Yahoo! goes so far as to offer a tool called Site Explorer (http://siteexplorer.search.yahoo.com). But Ask.com forces you to use its Advanced Search interface to search for a word on all your pages (such as your company name) with yourdomain.com in the Domain or Site field. Many large companies regularly track their indexed pages across each search engine to monitor whether a sudden drop might indicate a problem. You can see an example of what such tracking might look like for a large sige such as Intel’s in Figure 10-4.	12/9/2009
2	p 238	Replace figure 10-4. Change caption from: Figure 10-4  Tool for checking indexed pages. MarketLeap’s Search Engine Saturation Report shows how many pages are currently indexed by engine.	Figure replaced. New caption is: Figure 10-4  Indexing varies widely. For a large site like Intel’s, you sometimes see huge variations in how many pages are indexed across engines.	12/9/2009
2	p 241	Webmasters have a legitimate reason to keep spiders out of certain directories on their servers—server performance. Most Web servers have programs stored in the cgi-bin directory, so it is a good idea to have your robots.txt file say “disallow: /cgi-bin/” to save the server from having to send the spider all those program files the spider does not want to see anyway. The trouble comes when an unsuspecting Webmaster does not understand the implications of disallowing other files, or all files.	Webmasters have a legitimate reason to keep spiders out of certain directories on their servers—server performance. Most Web servers have programs stored in the cgi-bin directory, so it is a good idea to have your robots.txt file say “disallow: /cgi-bin/” to save the server from having to send the spider all those program files the spider does not want to see anyway. Later in this chapter, we explain how to control indexing to improve server performance to ensure that the spider keeps your URLs straight. The trouble comes when an unsuspecting Webmaster does not understand the implications of disallowing other files, or all files.	12/9/2009
2	p 243	As with navigation displayed through pop-up windows, spiders are trapped by pull-down navigation shown with JavaScript coding, as you see in Figure 10-7. And spiders are stymied by pull-downs for the same reason as with pop-ups: They cannot simulate clicking the links.	As with pop-up windows, spiders are trapped by pull-down navigation shown with JavaScript coding, as you see in Figure 10-7. And spiders are stymied by pull-downs for the same reason as with pop-ups: They cannot simulate clicking the links.	12/9/2009
2	p 247	If your site relies on passing more than two parameters in the URL, you might benefit from the URL rewrite technique, which allows your dynamic URL to resemble a static URL. For example, the URL in Figure 10-8 might be rewritten as http://www.powells.com/book/ 62-1579123791-0 so the page appears static. This is a completely ethical technique that search spiders appreciate, with the benefit of showing more readable URLs for your human visitors.	Sites with dynamic URLs can use Google Webmaster Tools (www.google.com/webmasters/tools/) to tell Google which ones to ignore, and can use the canonical tag (explained at the end of this chapter) to map multiple URLs to the same address. But probably the best technique to use is called the URL rewrite technique, which allows your dynamic URL to resemble a static URL. For example, the URL in Figure 10-8 might be rewritten as http://www.powells.com/book/ 62-1579123791-0 so the page appears static. This is a completely ethical technique that search spiders appreciate, with the benefit of showing more readable URLs for your human visitors.	12/9/2009
2	p 252	Not only does this slow performance for your visitors, but spiders are known to abandon pages with too many hops (possibly as few as four). Use a free tool at www.searchengineworld.com/ cgi-bin/servercheck.cgi to check how your URLs redirect.	Not only does this slow performance for your visitors, but spiders are known to abandon pages with too many hops (possibly as few as four). Use a free tool at www.urivalet.com to check how your URLs redirect.	12/9/2009
2	p 254	With each passing year, both Adobe and the search engines make progress on indexing Flash, so that some Flash can now be indexed by some search engines, but the best advice remains to use Flash sparingly.	Google and Adobe have worked together to greatly improve indexing of Flash content, but Flash is still not indexed very well. With each passing year, both Adobe and the search engines make progress on indexing Flash, so that some Flash can now be indexed by some search engines, but the best advice remains to use Flash sparingly.	12/9/2009
2	p 255	If you have a Web site built entirely in Flash content and you absolutely cannot change it to HTML, you can legitimately use the IP delivery technique discussed earlier to get your content into the search index. Here’s how. Your Webmaster must implement an IP detection program that runs whenever a page requiring Flash is to be displayed. That program uses the user agent name and IP address to recognize the difference between when a spider is calling and when a Web browser is calling. The Flash content is served up as usual for Web browsers (for your visitors), but spiders get a different meal—they are served an HTML page that has the same text on it as the Flash content. This use of IP delivery is entirely legitimate because you are serving the same text content to visitors and spiders. Be extremely careful, however, never to serve different text to visitors and spiders, because that would (rightly) be considered spamming. Ensure that your publishing process forces your Flash and your HTML content to be synchronized after every update so that you do not inadvertently violate spam guidelines. So remember, use Flash for things that are truly interactive and visual—not documents. Or if you must use Flash for documents, make sure there is an HTML version of the document as well for spiders.	If you must use Flash for content that you do want indexed, take care to use what Adobe calls SWFObject2, which is far easier for search engines to index, because it serves up HTML of the text for spiders and other non-Flash browsers. (Just make sure you serve up exactly the same text as you do in the Flash experience, because it might otherwise be construed as cloaking.) You should also make sure that you are using the SWFAddress library so that links can be resolved by search engines. For more information on making Flash search-friendly, refer to Adobe’s Web site (www.adobe.com/devnet/seo/). So remember, use Flash for things that are truly interactive and visual—not documents. Or if you must use Flash for documents, make sure there is an HTML version of the document as well for spiders.	12/9/2009
2	p 258 - 266	Note to Readers - Yahoo! eliminated its paid inclusion program, so most of the content in the section “Use Inclusion Programs” between pages 258 and 266 had to be removed and/or moved around. See additional errata word document for details.		12/9/2009
2	p 280	Depending on your business, you might find that there are many queries from visitors in the Use phase of the Web Conversion Cycle who are seeking technical support, for example. Snap found queries for downloading some digital camera utilities they offer, but realized that only existing customers were interested, so they are not great choices to target for their search marketing campaign. Study Paid Inclusion Reports If you use paid inclusion, you can pore over the metrics reports from your paid inclusion vendor to identify the keywords used to find specific pages on your site. This technique helps you identify keywords that you already have content for—showing you which pages might be good landing pages for each.	Depending on your business, you might find that there are many queries from visitors in the Use phase of the Web Conversion Cycle who are seeking technical support, for example. Snap found queries for downloading some digital camera utilities they offer, but realized that only existing customers were interested, so they are not great choices to target for their search marketing campaign. For other companies, customers seeking technical support might be ideal prospects. When someone contacts Dell because their three-year-old laptop is running slow, it is possible that there is something wrong with it, but it is more likely that they need an upgrade or a brand new computer. Not every technical support request should be treated as a sales opportunity, of course, but do not overlook the potential to make the customer happy and fatten the bottom line, too.	12/9/2009
2	p 284	Yahoo! has introduced a new keyword tool to support its new auction system, but the old tool that provided keyword demand for free has given way to one with no real distinctions from any of the other tools available.	Yahoo! has introduced a new keyword tool to support its new auction system, but the old tool that provided keyword demand for free has given way to one with no real distinctions from any of the other tools available. Nevertheless, anyone with a Yahoo! paid search account can access the keyword tool.	12/9/2009
2	p 285	Xybercode Ad Word Analyzer For paid placement campaigns, it is helpful to know how many other advertisers you are competing against. Because only a few ads are shown on each results screen, you can quickly see whether you are bidding against only a few other advertisers or whether you are dueling with dozens. This information is important because the more advertisers you are battling with, the higher the price can go. If you have enough time, you can manually enter all of your keyword variations into the search engines to count the number of ads that you see (as you scroll through the results pages). But for just $77, you can purchase the Xybercode Ad Word Analyzer (www.adwordanalyzer. com/), which can do the work for you, as shown in Figure 11-3. Ad Word Analyzer shows you several interesting statistics for a keyword, most notably the number of paid advertisements currently running on Google and Yahoo!. You can see in Figure 11-3 that there are currently 44 Google advertisers and 42 Overture (now Yahoo!) advertisers for the phrase “best digital camera.” A high number of advertisers, as in this case, indicates that the bidding might be high and might stay that way over time. There are even ads running for the brand names of our fictitious company!	WordStream Keyword Tool WordStream offers a free keyword tool (www.wordstream.com/keywords), shown in Figure 11-3, that allows search marketers to organize large groups of keywords into smaller groups that can be managed individually in search campaigns. As we will see in Chapter 14, “Optimize Your Paid Search Program,” closely-related keywords can share ad copy, so having an easy way to group your keywords can be a terrific time saver, especially for large campaigns. Unlike some other tools, WordStream collects its data from Internet Service Providers, browser toolbars, and search engines themselves, and then uses statistical sampling techniques to weight each source so that the projections are not skewed to any particular source. WordStream aggregates over a billion unique keywords based on more than one trillion search queries to come up with its keyword suggestions. This large keyword database allows WordStream to offer far more suggestions for keyword variations than other tools, with up to 10,000 variants for any keyword you enter. In addition to the free version of WordStream, advanced professional versions are available starting at $300 per month.	12/9/2009
2	p 286	replace figure 11-3 and caption from: Figure 11-3  Xybercode’s Ad Word Analyzer. See at a glance how many advertisers you are up against in various paid search engines.	figure replaced, new caption is: Figure 11-3  WordStream Free Keyword Tool. WordStream offers keyword grouping functions not found in other free tools.	12/9/2009
2	p 296	What is the global search marketer to do? First, don’t panic. Many searchers understand this problem and regularly toggle between language and country filters to get what they want. If your target customers are not terribly sophisticated Web searchers, however, you might want to approach your Webmaster about changing the way your site is organized so that your country pages do use the top-level domains for each country. Or you can ask that your country pages be hosted at IP addresses within each country. Your Webmaster is unlikely to relish these suggestions, because they make your Web site harder to manage, but in the short term you might have no alternative. This suggestion does not help for the other search engines, but you can use Google Webmaster tools (www.google.com/webmasters/tools/) to tell Google which parts of your Web site belongs in which country indexes, using the “Geographical target” setting in Webmaster Tools. To make it easy, make sure that the URL structure of your country pages all follow pattern shown	What is the global search marketer to do? First, don’t panic. Many searchers understand this problem and regularly toggle between language and country filters to get what they want. If your target customers are not terribly sophisticated Web searchers, however, you might want to approach your Webmaster about changing the way your site is organized so that your country pages do use the top-level domains for each country. Or you can ask that your country pages be hosted at IP addresses within each country. Your Webmaster is unlikely to relish these suggestions, because they make your Web site harder to manage, so you might want to offer one more suggestion. This suggestion does not help for the other search engines, but you can use Google Webmaster tools (www.google.com/webmasters/tools/) to tell Google which parts of your Web site belong in which country indexes, using the “Geographical target” setting in Webmaster Tools. To make it easy, make sure that the URL structure of your country pages all follow the pattern shown	12/9/2009
2	p 296-297	In the long run, you should expect the search engines to address this issue. They are painfully aware of this problem and are taking some steps to ameliorate its impact. Some of the larger search engines already use your site’s IP address to see whether your pages are hosted within the correct country, so that can help some of you. If you cannot adapt your site to use the proper top-level domains, we suggest ensuring that your URLs and content strongly reflect the country of the page. Microsoft’s approach of adding “germany” (or “de”) to the URL while also placing the words “Microsoft Deutscheland” at the top of the page (itself written in German) might someday be enough clues for search engines to accurately discern the page’s proper country. If you cannot satisfy what the search engines are currently looking for with their country filters, at least prepare your content to be as ready as possible for what they might be looking for someday. In addition, the better your content, the more likely it will draw links from sites that are included in the country filter—for some search engines, enough high-quality links from country pages can get your pages recognized as country pages, too.	This suggestion does not help for the other search engines, but you can use Google Webmaster tools (www.google.com/webmasters/tools/) to tell Google which parts of your Web site belongs in which country indexes, using the “Geographical target” setting in Webmaster Tools. To make it easy, make sure that the URL structure of your country pages all follow pattern shown for Microsoft above (www.yourdmain.com/cc) where “cc” is the two-character country code (such as “de” for Germany). If instead you have dozens or hundreds of variations for your country page URLs, you will have to hunt down and manually enter each variation, which is both time-consuming and error-prone. Better to have your pages organized properly and specify each country's pages with one click. We hope the other search engines follow Google's lead someday, but until they do, you might want to aggressively work to attract in-country links to the country pages of your Web site. Some search engines might be influenced to add your pages to the right country index when they see many inbound links from other sites already found in that same country index.	12/9/2009
2	p 303	Keyword density. What percentage of the total words on the page are the occurrences of the keyword? That is keyword density (sometimes called keyword weight). In Chapter 2, we mentioned that search engines look for around 7 percent keyword density, but that is just a guess. Your page will not be sent to the spammer’s graveyard if you have 14 percent density, but it might not help you rank higher either. Density helps ensure that a page with 7 occurrences in 100 words is not outranked by a PDF with 12 occurrences in 5,000 words. Keyword frequency. As discussed in Chapter 2, search engines at one time placed much more stock in keyword frequency—the number of times the keyword actually occurred on the page. Given spammers’ predilection for keyword stuffing, ranking algorithms began to favor keyword density. But frequency still matters. You cannot stick a page out there with the single word “camera” in the title and the body and expect high rankings for the query “camera.” Yes, it has wonderful prominence and 100 percent density, but only two occurrences of the keyword. To get a top ranking for a keyword with strong demand, frequency is still important.	Content theme. Search engines once ranked pages based on simpler algorithms using keyword density (sometimes called keyword weight) and keyword frequency. Density values pages that have a higher ratio of the search keywords to the rest of the words on the page, while frequency gives credit for the sheer number of keywords found. (Note that a page consisting of just one word of text--the keyword--has 100% density, but ain't that good a match, so its frequency correctly lowers that page's rank.) In recent years, however, search engines have become more attuned to content themes, the idea that a really good match for a keyword will also have many other words on the page related to that keyword. So, if someone searches for “digital cameras,” a page with high density and frequency of that keyword, but which is missing words such as “megapixel,” “shot,” “frames per second,” “focus,” and other subject-related words would not rank as highly as other pages that do, even if those other pages have a lower density and frequency of the “digital cameras” keyword itself. If you write naturally about your subject, you should have no problem using plenty of theme words.	12/9/2009
2	p 307	Wasn’t that better? Granted, we did not squeeze as many keywords into the same 60-word body (or 13-word title) as in the original, but you can read it without your brain imploding, which means that some people might convert (as opposed to none). And you just might find that you get the same search ranking for the well-written version as for the overoptimized one, because you have attracted far more links to the information-rich, visitor-friendly page.	Wasn’t that better? Granted, we did not squeeze as many keywords into the same 60-word body (or 13-word title) as in the original, but you can read it without your brain imploding, which means that some people might convert (as opposed to none). And you just might find that you get the same search ranking for the well-written version as for the overoptimized one, both because you have used more of the content theme words (such as “megapixel” and “focus”) and because you have attracted far more links to the information-rich, visitor-friendly page.	12/9/2009
2	p 318	Table 12-2  Content analyzer tools. Several programs can help you analyze your search landing pages to find areas to improve your content’s search optimization. Product Name URL Price Ranks Keyword Density and http://ranks.nl/tools/spider.html Free Prominence tool Site Content Analyzer www.sitecontentanalyzer.com Personal Edition $80 Business Edition $120 WebCEO www.webceo.com WebCEO Free Free WebCEO SmallBiz $199 WebCEO Professional $389 WebPosition 4 www.webposition.com Standard Edition $149 Professional Edition $389	Table 12-2  Content analyzer tools. Several programs can help you analyze your search landing pages to find areas to improve your content’s search optimization. Product Name URL Price Ranks Keyword Density and http://ranks.nl/tools/spider.html Free Prominence tool Site Content Analyzer www.cleverstat.com Personal Edition $79 Business Edition $149 WebCEO www.webceo.com WebCEO Free Free WebCEO SmallBiz $199 WebCEO Professional $389 WebPosition www.webposition.com Standard Edition $149 Professional Edition $389	12/9/2009
2	p 322	Again, don’t just load up on keywords to please the analyzer, but clearly you should be using your important keywords more than once.	Again, don’t just load up on keywords to please the analyzer, but clearly you should be using your important keywords more than once, and be sure to use other related theme words.	12/9/2009
2	p 327	Except for whatever is excerpted for your snippet, the body has no effect on search referrals, but it is very important for organic search rankings and the most important part of your landing page for Web conversions (for paid and organic search). In addition, paid placement vendors are increasingly inspecting paid search landing pages to make sure that the page is relevant to the keywords purchased for that page, so paying attention to your keyword prominence and density still makes sense. As you saw, the most prominent placement for your targeted keyword is in the title, but to get strong rankings, you need keywords present in the body, too. Search engines look at the body as a single area when determining keyword density and prominence, but not all words in the body are treated equally for ranking purposes:	Except for whatever is excerpted for your snippet, the body has no effect on search referrals, but it is very important for organic search rankings and the most important part of your landing page for Web conversions (for paid and organic search). In addition, paid placement vendors are increasingly inspecting paid search landing pages to make sure that the page is relevant to the keywords purchased for that page, so paying attention to your keyword prominence, density, frequency and thematically related words still makes sense. As you saw, the most prominent placement for your targeted keyword is in the title, but to get strong rankings, you need keywords and thematically related words present in the body, too. Search engines look at the body as a single area when determining keyword density and prominence, but not all words in the body are treated equally for ranking purposes:	12/9/2009
2	p 359	Table 13-3  Link audit tools. All link audit tools count links to your page—here are some of the most popular, along with the other features that each offers. Finds Scores Manages Links Links Links Pricing Backlink Watch URL PageRank No Free www.backlinkwatch.com iBusiness Promoter Keyword Alexa Yes Demo version: Free www.ibusinesspromoter.com and URL Standard version: $250 Business version: $450 Link Popularity Check No No No Free www.checkyourlinkpopularity.com MarketLeap Popularity Checker No No No Free www.marketleap.com/publinkpop OptiLink Keyword In-family, No Up to 10 links: Free www.optilinksoftware.com and URL theme, and Unlimited: $149 PageRank PR Prowler Keyword In-family, No $97 www.prprowler.com and URL theme, and PageRank PR Weaver Keyword In-family No Free Beta www.prweaver.com and URL and Page Rank SEOElite Keyword Alexa, Yes $167 www.seoelite.com and URL in-family, theme, and PageRank Zeus Keyword In-family, Up to 50 categories: Free www.cyber-robotics.com and URL theme, and Yes Unlimited: $99 PageRank	Table 13-3  Link audit tools. All link audit tools count links to your page—here are some of the most popular, along with the other features that each offers. Finds Scores Manages Links Links Links Pricing Backlink Watch URL PageRank No Free www.backlinkwatch.com iBusiness Promoter Keyword Alexa Yes Demo version: Free www.ibusinesspromoter.com and URL Standard version: $250 Business version: $450 Link Popularity Check No No No Free www.checkyourlinkpopularity.com Linkscape URL In-family, No Basic Edition: Free www.seomoz.org/linkscape theme, Advanced reports: and PageRank Included in annual SEOmoz membership for $79 OptiLink Keyword In-family, No Up to 10 links: Free www.optilinksoftware.com and URL theme, and Unlimited: $149 PageRank Majestic SEO URL In family, No Free for first site www.majesticseo.com theme, and Various for additional PageRank sites PR Prowler Keyword In-family, No $97 www.prprowler.com and URL theme, and PageRank PR Weaver Keyword In-family No Free Beta www.prweaver.com and URL and Page Rank SEOElite Keyword Alexa, Yes $167 www.seoelite.com and URL in-family, theme, and PageRank	12/10/2009
2	p 360	A free tool that eliminates a lot of manual work is MarketLeap’s Link Popularity Check, as shown in Figure 13-8. You can see from the figure that every search engine has a different idea of how many links refer to this page. (As noted earlier, at the time we ran this report, Google was vastly underreporting the true number of links.) MarketLeap’s tool shows the number of links reported by each of the major search engines, and even enables you to benchmark your page against pages from competitors or against your entire industry.	A free tool that eliminates a lot of manual work is SEOmoz's Linkscape, as shown in Figure 13-8. Linkscape uses several factors to identify how many links are pointing at your site (or a competitor's site). Linkscape shows the links to a specific page and how many domains they are coming from. In addition to statistics about the number of sites linking to your page, and the total number of link, Linkscape's "mozRank" gives you an idea of the relative importance of your page and your domain compared to all others on the Web.	12/10/2009
2	p 360	replace figure 13-8 and replace caption from: Figure 13-8  Counting links across search engines. MarketLeap’s tool enables you to see the links to a page from each major search engine at a glance.	figure replaced and caption changed to: Figure 13-8  Counting links to a page. Linkscape from SEOmoz is an easy-to-use tool that reveals a page’s link strength at a glance.	12/10/2009
2	p 361	SEOElite, from Bryxen Software, can also help you research and analyze link candidates. It is absolutely the fastest performer with the most features of any link audit tool. SEOElite is unique in its capability to search and score potential link partners by finding keywords in anchor text, in the title, or in body text. SEOElite also has a nice screen layout that some search marketers find easier to use than some other tools. SEOElite distinguishes itself from OptiLink with its ability to filter by Google PageRank. Whereas some tools will score links by PageRank, SEOElite enables you to limit your list of links to just those pages higher than a particular PageRank value. You can ask for a list of links that have a PageRank of four or higher, for example, eliminating links from the list that you would not consider as candidates. Remember, we do not advise that you cull your list exclusively by PageRank—unknown sites might be high quality but as yet undiscovered by linkers. Backlink Watch (www.backlinkwatch.com) has become a favorite of many search marketing experts. There’s no software to download, and it carries everyone’s favorite price: free. Though not as full-featured as some tools, Backlink Watch is one to try when your budget is zero.	SEOElite, from Bryxen Software, can also help you research and analyze link candidates. It is absolutely the fastest performer with the most features of any link audit tool. SEOElite is unique in its capability to search and score potential link partners by finding keywords in anchor text, in the title, or in body text. SEOElite also has a nice screen layout that some search marketers find easier to use than some other tools. Backlink Watch (www.backlinkwatch.com) has become a favorite of many search marketing experts. There’s no software to download, and it carries everyone’s favorite price: free. Though not as full-featured as some tools, Backlink Watch is one to try when your budget is zero. While you are looking at free tools, do not overlook Google Webmaster Tools. For each page in Google's index, Google Webmaster Tools shows the URL of any other page that links to it, along with the original date that Google discovered that link. It also shows variations in anchor text, as well as any internal links between pages on your site.	12/10/2009
2	p 362	No other tool displays Google snippets—they just show the URLs. Snippets aid selection of potential link candidates for the same reasons they help searchers choose the search results they want to click. Snap Electronics was quite interested in performing a link audit, but was more intrigued about auditing a competitor than its own site. You recall from Chapter 12 that Black Hat Cameras, a relatively unknown retailer, was solidly entrenched with the third result in Google for the keyword “digital camera.” Table 12-5 showed Black Hat’s link popularity was a major factor in its ranking success, so Snap decided to audit Black Hat’s home page.	No other tool displays Google snippets—they just show the URLs. Snippets aid selection of potential link candidates for the same reasons they help searchers choose the search results they want to click. Another good option for performing link analysis are browser toolbars, such as the SEO Toolbar (http://tools.seobook.com) and Majestic SEO Toolbar (www.majesticseo.com). These toolbars allow you to browse to any page, where they show you related information about the page, such as links from other sites and directory entries, helping you to decide the value of the page. Snap Electronics was quite interested in performing a link audit, but was more intrigued about auditing a competitor than its own site. You recall from Chapter 12 that Black Hat Cameras, a relatively unknown retailer, was solidly entrenched with the third result in Google for the keyword “digital camera.” Table 12-5 showed Black Hat’s link popularity was a major factor in its ranking success, so Snap decided to audit Black Hat’s home page.	12/10/2009
2	p 364	Table 13-4  Reporting spam violations. The major search engines all have mechanisms for reporting deceptive practices related to their search results. Search Engine Contact ask.com information@ask.com Open Directory staff@dmoz.org Google www.google.com/contact/spamreport.html Live Search webspam@microsoft.com Yahoo! add.yahoo.com/fast/help/us/ysearch/cgi_reportsearchspam	Table 13-4  Reporting spam violations. The major search engines all have mechanisms for reporting deceptive practices related to their search results. Search Engine Contact ask.com information@ask.com Open Directory staff@dmoz.org Google www.google.com/contact/spamreport.html Bing webspam@microsoft.com Yahoo! add.yahoo.com/fast/help/us/ysearch/cgi_reportsearchspam	12/10/2009
2	p 365	You can find any page’s PageRank by navigating to the page in your browser and checking the Google toolbar. Rolling your mouse over the green PageRank bar will reveal a number between zero (not indexed) and ten (the meaning of life) that shows Google’s perceived importance of that page. The toolbar shows the page’s PageRank on the PageRank scale, so it will display “10/10” for a page with the highest possible PageRank score.	You can find any page’s PageRank by navigating to the page in your browser and checking the Google toolbar. Rolling your mouse over the green PageRank bar will reveal a number between zero (not indexed) and ten (the meaning of life) that shows Google’s perceived importance of that page. The toolbar shows the page’s PageRank on the PageRank scale, so it will display “10/10” for a page with the highest possible PageRank score. Understand, however, that the PageRank score shown in the toolbar is just an approximation and might not be the up-to-date value Google uses in ranking.	12/10/2009
2	p 380	Zeus (www.cyber-robotics.com) is a full-featured tool that manages your entire link-building process. A spider crawls the Web looking for sites that match the criteria you specify, using adaptive filtering to “learn” to identify the most relevant sites as potential link partners for you. Zeus captures the title tag, metatags, page content, and inbound and outbound links, giving the page a score. Zeus stores this information in a database for you to analyze and organize. You can create an outbound links page for your site and generate custom e-mails to each site owner requesting a link to your site. Zeus enables you to track the status of each request to help you follow up when site owners are unresponsive. iBusinessPromoter (IBP) is an easy-to-use tool that finds potential link partners in two ways. IBP can show you all the links to a URL that you specify (a competitor’s site, perhaps) or find all the pages linked with a particular keyword in the anchor text. Like Zeus, IBP enables you to choose any of these links to be added to a database. From there, you can classify, analyze, and select your link candidates, and generate a links page for your site. IBP can send out e-mails soliciting links from templates or can help you compose personal requests for each site—you have complete control over the message and can craft it for maximum effect. IBP provides status reporting and reminders of open requests. SEOElite, in addition to being a whiz at identifying and scoring links, has added management features, too. Neither IBP nor Zeus is exceptionally strong at scoring links, so some search marketers use one of the other tools shown in Table 13-3 to collect and score the links and then move the best candidates to the IBP or Zeus database to manage the rest of the campaign. Using SEOElite can save you this extra step because it offers strong scoring features and helps you manage your links within the same tool. All three of these tools help you send e-mails to site owners and keep track of the status of each request. You might find that the number of requests that you have going at any point in time makes one of these tools a real time-saver. You should know that any of these tools can be abused by a spammer who sends scattershot e-mails to every Web site with a “dot” in its name, but that is not the fault of the tools. Used properly, these tools can help take some of the disorganization and drudgery out of link campaigns.	iBusinessPromoter (IBP) is an easy-to-use tool that finds potential link partners in two ways. IBP can show you all the links to a URL that you specify (a competitor’s site, perhaps) or find all the pages linked with a particular keyword in the anchor text. IBP enables you to choose any of these links to be added to a database. From there, you can classify, analyze, and select your link candidates, and generate a links page for your site. IBP can send out e-mails soliciting links from templates or can help you compose personal requests for each site—you have complete control over the message and can craft it for maximum effect. IBP provides status reporting and reminders of open requests. SEOElite, in addition to being a whiz at identifying and scoring links, has added management features, too. IBP is not exceptionally strong at scoring links, so some search marketers use one of the other tools shown in Table 13-3 to collect and score the links and then move the best candidates to the IBP database to manage the rest of the campaign. Using SEOElite can save you this extra step because it offers strong scoring features and helps you manage your links within the same tool. All three of these tools help you send e-mails to site owners and keep track of the status of each request. You might find that the number of requests that you have going at any point in time makes one of these tools a real time-saver. You should know that any of these tools can be abused by a spammer who sends scattershot e-mails to every Web site with a “dot” in its name, but that is not the fault of the tools. Used properly, these tools can help take some of the disorganization and drudgery out of link campaigns.	12/10/2009
2	p 384	It’s inexpensive to get started. As you learned in Chapter 1, “Why Search Marketing Is Important . . . and Difficult,” paid search offers one of the lowest costs per action (conversion) of any form of advertising. And, unlike organic search, there are no expensive up-front costs. Anyone with $100 can experiment with a paid placement campaign in Yahoo!.	It’s inexpensive to get started. As you learned in Chapter 1, “Why Search Marketing Is Important . . . and Difficult,” paid search offers one of the lowest costs per action (conversion) of any form of advertising. And, unlike organic search, there are no expensive up-front costs. Anyone with $100 can experiment with a paid placement campaign.	12/10/2009
2	p 387	Although the smaller paid placement programs might be valuable to some search marketers, all of you need to understand how to work with Google,Yahoo!, and Live Search, who manage the lion’s share of the paid placement listings, so we focus on them throughout the chapter whenever discussing paid placement.	Although the smaller paid placement programs might be valuable to some search marketers, all of you need to understand how to work with Google,Yahoo!, and Bing, who manage the lion’s share of the paid placement listings, so we focus on them throughout the chapter whenever discussing paid placement.	12/10/2009
2	p 388	As explained in Chapter 2, “How Search Engines Work,” the biggest difference between paid placement engines is how they rank the paid search results. Overture (now owned by Yahoo!) introduced the straight auction—the high bidder for a keyword gets the #1 position. Google’s AdWords program, in contrast, pioneered the hybrid auction ranking algorithm that weighs both the auction bid and that ad’s clickthrough rate to decide which one will provide the most money to Google. In doing so, not only is Google richer, but listings with higher clickthrough rates rank higher, raising the value to the searcher. Live Search also uses a hybrid auction, and Yahoo! began its switchover in 2007, but less-popular paid placement engines generally stick with high bidder auctions. Search marketers need to understand the differences between the two approaches: • Predicting high bidder cost is simpler. With a high bidder auction, you can look at what others are bidding and assume that if you bid high enough, you can take a high spot. You can then examine keyword demand and estimate your clickthrough rate and voilà, you “know” your costs (as shown in Chapter 8, “Define Your Search Marketing Strategy”). With hybrid auctions, however, you have no idea how much to bid to take any particular spot, because you do not know your click rate or your competitors’. So you can estimate neither how many times your ad will appear nor how many visitors will come to your site—until you try it. Google, Live Search, and Yahoo! all now operate hybrid auctions, but only Google divulges keyword demand.	As explained in Chapter 2, “How Search Engines Work,” the biggest difference between paid placement engines is how they rank the paid search results. Overture (now owned by Yahoo!) introduced the straight auction—the high bidder for a keyword gets the #1 position. Google’s AdWords program, in contrast, pioneered the hybrid auction ranking algorithm that weighs both the auction bid and that ad’s clickthrough rate to decide which one will provide the most money to Google. In doing so, not only is Google richer, but listings with higher clickthrough rates rank higher, raising the value to the searcher. Bing and Yahoo! also use hybrid auctions, but less-popular paid placement engines generally stick with high bidder auctions. Search marketers need to understand the differences between the two approaches: • Predicting high bidder cost is simpler. With a high bidder auction, you can look at what others are bidding and assume that if you bid high enough, you can take a high spot. You can then examine keyword demand and estimate your clickthrough rate and voilà, you “know” your costs (as shown in Chapter 8, “Define Your Search Marketing Strategy”). With hybrid auctions, however, you have no idea how much to bid to take any particular spot, because you do not know your click rate or your competitors’. So you can estimate neither how many times your ad will appear nor how many visitors will come to your site—until you try it. Google, Bing, and Yahoo! all now operate hybrid auctions, but only Google divulges keyword demand.	12/10/2009
2	p 391	Google also offers demographic site targeting, choosing sites by gender or household income, but only for contextual advertising (not search advertising as Live Search does). Ads are not filtered visitor by visitor—instead, a golf site attracting men can be targeted for ads for males. All readers see the ads, but the advertiser reaches more of the target male market this way.	Google also offers demographic site targeting, choosing sites by gender or household income, but only for contextual advertising (not search advertising as Bing does). Ads are not filtered visitor by visitor—instead, a golf site attracting men can be targeted for ads for males. All readers see the ads, but the advertiser reaches more of the target male market this way.	12/10/2009
2	p 405	In Chapter 8, we walked through the process for projecting a paid placement budget for hybrid auctions. By examining your keyword demand in each paid placement engine for each campaign, and by religiously following the technique from Chapter 8, you can take a stab at your media costs in any paid search campaign.	In Chapter 8, we walked through the process for projecting a paid placement budget for hybrid auctions. By examining your keyword demand in each paid placement engine for each campaign, and by religiously following the technique from Chapter 8, you can take a stab at you media costs in any paid search campaign.	12/10/2009
2	p 406	Live Search goes even further, factoring demographics such as searcher gender into its results. You should expect hybrid auctions to become even more complex as time goes on. (There, now you are finally reaching for the Excedrin.)	Bing goes even further, factoring demographics such as searcher gender into its results. You should expect hybrid auctions to become even more complex as time goes on. (There, now you are finally reaching for the Excedrin.)	12/10/2009
2	p 409	If you decide to start with just one vendor, you will probably want to use a paid placement vendor rather than a shopping search engine, because setup is usually simpler. Google, Yahoo!, and Live Search are the big three in paid placement engines, so pick one of them. Choosing a single vendor also simplifies your decision on bid management and reporting tools—you can avoid investigating and paying for a third-party tool until your program gets bigger later. (We walk you through all of your bid management choices shortly.)	If you decide to start with just one vendor, you will probably want to use a paid placement vendor rather than a shopping search engine, because setup is usually simpler. Google, Yahoo!, and Bing are the big three in paid placement engines, so pick one of them. Choosing a single vendor also simplifies your decision on bid management and reporting tools—you can avoid investigating and paying for a third-party tool until your program gets bigger later. (We walk you through all of your bid management choices shortly.)	12/10/2009
2	p 413	As you set up your account, you are asked to specify the geographic locations for where your ads should run, as Figure 14-7 shows. The default country for Live Search, Yahoo!, and Google is the United States, but you can specify any other country where they currently show their ads (from their own sites or from the sites of the syndication partners). Think carefully before you decide what to do—if you do not do business in all of these countries, you do not want your ads running there. Similarly, if you do not intend to translate your ads and landing pages to local languages (to tie into your country Web site), you will not drive any conversions.	As you set up your account, you are asked to specify the geographic locations for where your ads should run, as Figure 14-7 shows. The default country for Bing, Yahoo!, and Google is the United States, but you can specify any other country where they currently show their ads (from their own sites or from the sites of the syndication partners). Think carefully before you decide what to do—if you do not do business in all of these countries, you do not want your ads running there. Similarly, if you do not intend to translate your ads and landing pages to local languages (to tie into your country Web site), you will not drive any conversions.	12/10/2009
2	p 414	MarketLeap (www.marketleap.com). MarketLeap, with its parent company Digital Impact, is one of the leaders in organic search marketing and has the resources to handle any size campaign in paid search.	MarketLeap (www.marketleap.com). MarketLeap, with its parent company Axiom Digital, is one of the leaders in organic search marketing and has the resources to handle any size campaign in paid search.	12/10/2009
2	p 415	Performics (www.performics.com). Acquired by DoubleClick in 2004, the main advantage of Performics is its capability to integrate reporting with tags used by DoubleClick for banner advertising. Performics is one of a few Yahoo! Strategic Partners, signifying skill in successfully managing Yahoo! campaigns. The Search Works (www.thesearchworks.com). BidBuddy offers full-service paid search management and is currently the only tool approved to work with all leading European paid placement vendors.	Neo@Ogilvy (www.neoogilvy.com). Neo's search marketing capabilities go far beyond buying paid search keywords. Their enterprise search methodology helps clients embed expertise into the core of their marketing processes, rather than just bolting a PPC campaign on to a media. Neo@Ogilvy has offices in over 40 countries making it one of the strongest global search marketing partners. Smart Search Marketing (www.smartsearchmarketing.com). Smart Search Marketing uses a process called Search Lifecycle Management that maximizes results from a prospect's first search all the way through to customer acquisition and sale by integrating effective planning, bid optimization and analytics.	12/10/2009
2	p 416	Table 14-4 shows some standalone tools that do not require a full-service commitment from a consulting vendor. (Some of these tools are offered by vendors that will operate them in full-service mode if desired.) We have included the Google, Yahoo!, and Live Search tools in the table to help you compare.	Table 14-4 shows some standalone tools that do not require a full-service commitment from a consulting vendor. (Some of these tools are offered by vendors that will operate them in full-service mode if desired.) We have included the Google, Yahoo!, and Bing tools in the table to help you compare.	12/10/2009
2	p 417	Table 14-4  Bid management tools. Many vendors provide software and services that help automate paid placement bidding and reporting for you. Features Gap Bid Day- Bid Tool Type Engines Surf Jam part Rules Price Atlas Search Service 28 3 3 3 CPA Custom www.atlassolutions.com ROAS Bid BidRank Software 231 3 3 Basic $15 www.bidrank.com only per month DoubleClick Performics Service 4 3 CPA Custom www.performics.com ROAS Bid Dynamic Bid Maximizer Software 351 3 3 CPA $46 www.keywordbidmaximizer.com ROAS per month Google Conversion Optimizer Service 1 N/A N/A 3 CPA Free www.google.com KeywordMax Service 13 3 3 3 CPA $125 www.keywordmax.com PM per ROI month Live Search Service 1 N/A N/A 3 Basic Free www.live.com only PPCBidTracker Service 72 3 Basic $50 searchmarketingtools only per month .com/ppc/ppcbidtracker.html Yahoo! (formerly Overture) Service 1 N/A N/A 3 CPA Free searchmarketing. ROAS yahoo.com ROI 1 Yahoo! version is priced and packaged separately from version supporting all other search engines. 2 Version supporting U.S. search engines is priced and packaged separately from version supporting European search engines.	Table 14-4  Bid management tools. Many vendors provide software and services that help automate paid placement bidding and reporting for you. Tool Type Engines Bid Rules Price Atlas Search Service 14 CPA Custom Bid www.atlassolutions.com ROAS BidRank Software 231 Basic only $15 per month www.bidrank.com Marin Software Service CPA Percent of ad spend www.marin.com ROAS ROI PPC Bid Max Software 12 basic only $129+ www.keywordbidmaximizer.com Google Conversion Service 1 CPA Free Optimizer www.google.com KeywordMax www.keywordmax.com Service 13 CPA Custom PM ROI Bing Service 1 CPA Free advertising.microsoft.com PM ROI Search Ignite Service 28 CPA Custom www.searchignite.com PM ROI Yield Software Service 28 CPA Percent of ad spend www.yieldsoftware.com PM ROI Yahoo! Service 1 CPA Free searchmarketing. ROAS yahoo.com ROI	12/10/2009
2	p 418	Due to agreements with Yahoo!, several tools are offered as Yahoo! versions and separately priced versions for managing all of the other PPC programs. This adds to the tool’s cost, obviously, but worse yet is its impact on ease of use. You cannot integrate all of your bid adjustments and tracking in one place, causing extra work for your team. The pricing shown in the table is the lowest offered for any version of the tool, but might run considerably higher for large paid search programs. Some packages limit the number of users, some the number of keywords, others the number of bid adjustments per day. Regardless, the lowest-priced version of each tool usually has some limitations.	The pricing shown in the table is the lowest offered for any version of the tool, but might run considerably higher for large paid search programs. Some packages limit the number of users, some the number of keywords, others the number of bid adjustments per day. Regardless, the lowest-priced version of each tool usually has some limitations.	12/10/2009
2	p 421	In many situations, you can also take your case to the search engines. Both Live Search and Yahoo! have trademark policies that put you in the driver’s seat for your own trademark. Both have stringent rules disallowing the use of trademarked names in paid placement keywords. Google’s policy is looser, allowing competitive keyword buys while prohibiting use of trademarked names only in the ad text copy. Trademark owners must initiate any actions to protect their trademarks, which they may do regardless of whether they have any advertising relationship with the search engines. Despite these policies, trademark handling is controversial and is increasingly being played out in court. As with so many things in search marketing, use the resources in Chapter 18 to stay abreast of this fast-changing topic.	In many situations, you can also take your case to the search engines. Both Bing and Yahoo! have trademark policies that put you in the driver’s seat for your own trademark. Both have stringent rules disallowing the use of trademarked names in paid placement keywords. Google’s policy is looser, allowing competitive keyword buys while prohibiting use of trademarked names only in the ad text copy. Trademark owners must initiate any actions to protect their trademarks, which they may do regardless of whether they have any advertising relationship with the search engines. Despite these policies, trademark handling is controversial and is increasingly being played out in court. As with so many things in search marketing, use the resources in Chapter 18 to stay abreast of this fast-changing topic.	12/10/2009
2	p 422	Live Search, Google, and Yahoo! all provide ways of organizing your keywords. Luckily, their approaches are very similar. All three have the concept of an account, as we explained when you set up your account earlier in this chapter. Even small accounts are too large to be manageable without logical subdivision, however, so each engine gives you ways to slice and dice your keyword lists.	Bing, Google, and Yahoo! all provide ways of organizing your keywords. Luckily, their approaches are very similar. All three have the concept of an account, as we explained when you set up your account earlier in this chapter. Even small accounts are too large to be manageable without logical subdivision, however, so each engine gives you ways to slice and dice your keyword lists.	12/10/2009
2	p 123	The way search engines get your help is through match types. The most inclusive match type—the one that matches the most searcher queries—is called broad match (by Google and Live Search) or advanced match (by Yahoo!), but works almost the same way. If Snap Electronics bids on the keyword “digital camera” using broad/advanced match, any searcher query that contains all of those words can trigger Snap’s ad. Word variants also match, such as any phrase that includes the words “digital cameras.” So, the queries “reviews for digital cameras” and “camera for digital photography” would both match Snap’s keyword purchase for “digital camera.” The broad and advanced match types provide the most matches for your keyword, increasing your impressions and your referrals (as well as your fees). The vendors differ on a couple of points. Broad match is the default for Google and Live Search—the one you get if you do not select anything when you enter a keyword—but advanced match is not Yahoo!’s default. In addition, Google’s broad match also matches synonyms. More restrictive than broad match is phrase match, which matches any query that contains the keyword in order with no word variants. With phrase match, the queries “digital camera accessories” and “digital camera sale” both match “digital camera,” but “new digital cameras” and “digital slr camera” do not. Both Google and Live Search offer phrase match. Our final restrictive match type again has different names from Yahoo! (standard match) and Google and Live Search (exact match).	The way search engines get your help is through match types. The most inclusive match type—the one that matches the most searcher queries—is called broad match (by Google and Bing) or advanced match (by Yahoo!), but works almost the same way. If Snap Electronics bids on the keyword “digital camera” using broad/advanced match, any searcher query that contains all of those words can trigger Snap’s ad. Word variants also match, such as any phrase that includes the words “digital cameras.” So, the queries “reviews for digital cameras” and “camera for digital photography” would both match Snap’s keyword purchase for “digital camera.” The broad and advanced match types provide the most matches for your keyword, increasing your impressions and your referrals (as well as your fees). The vendors differ on a couple of points. Broad match is the default for Google and Bing—the one you get if you do not select anything when you enter a keyword—but advanced match is not Yahoo!’s default. In addition, Google’s broad match also matches synonyms. More restrictive than broad match is phrase match, which matches any query that contains the keyword in order with no word variants. With phrase match, the queries “digital camera accessories” and “digital camera sale” both match “digital camera,” but “new digital cameras” and “digital slr camera” do not. Both Google and Bing offer phrase match. Our final restrictive match type again has different names from Yahoo! (standard match) and Google and Bing (exact match).	12/10/2009
2	p 424	The final (and very important) match type is negative match, called excluded words by Yahoo! and negative keywords by Google and Live Search.	The final (and very important) match type is negative match, called excluded words by Yahoo! and negative keywords by Google and Bing.	12/10/2009
2	p 425	The newest type of targeting has been introduced by Live Search, and allows targeting of searchers by demographics, such as gender and age. Live Search allows you to incrementally increase your bids for keywords entered by searchers known to be in your targeted searcher group. So, Snap could increase their bid on “digital camera reviews” by 3 percent for consumers between 32 and 45 if they know that group to convert at higher rates. Google, Yahoo!, and Live Search all enable you to target the geographic locations of the searchers who should see your ad. If you do not take advantage of geographic targeting, your ad will be shown to searchers in the country or countries that you selected when you set up your account.	The newest type of targeting has been introduced by Bing, and allows targeting of searchers by demographics, such as gender and age. Bing allows you to incrementally increase your bids for keywords entered by searchers known to be in your targeted searcher group. So, Snap could increase their bid on “digital camera reviews” by 3 percent for consumers between 32 and 45 if they know that group to convert at higher rates. Google, Yahoo!, and Bing all enable you to target the geographic locations of the searchers who should see your ad. If you do not take advantage of geographic targeting, your ad will be shown to searchers in the country or countries that you selected when you set up your account.	12/10/2009
2	p 428	More typically, your paid placement program will have some kind of budget constraint, and your job will be to maximize your returns within that budget. As you might expect, the best place to start is probably to maximize your profit within your budget. Some companies track profit margin—the percentage of profit per unit of revenue.	More typically, your paid placement program will have some kind of budget constraint, and your job will be to maximize your returns within that budget. As you might expect, the best place to start is probably to maximize your profit within your budget. Some companies track profit margin—the percentage of profit per unit of revenue—but not all of them can.	12/10/2009
2	p 431	You must also consider your philosophy for your incremental bids to target specific demographics, such as age or gender. Currently, Live Search alone offers this capability, but you should expect others to provide demographic targeting over time. The bid premium that you pay for this targeting should be driven by the increased value of the conversions from this traffic.	You must also consider your philosophy for your incremental bids to target specific demographics, such as age or gender. Currently, Bing alone offers this capability, but you should expect others to provide demographic targeting over time. The bid premium that you pay for this targeting should be driven by the increased value of the conversions from this traffic.	12/10/2009
2	p 433	With Live Search and Google, you set caps by campaign—Yahoo! has caps only for your whole account—so you can put lower performers in their own campaign and turn them on and off depending on how the rest of your campaigns are spending your budget.	With Bing and Google, you set caps by campaign—Yahoo! has caps only for your whole account—so you can put lower performers in their own campaign and turn them on and off depending on how the rest of your campaigns are spending your budget.	12/10/2009
2	p 434	Google, Live Search, and Yahoo! publish extensive tips about how to follow their guidelines and how to make your ads as successful as possible. There are three critical parts to paid placement ads, as illustrated in Figure 14-11:	Google, Bing, and Yahoo! publish extensive tips about how to follow their guidelines and how to make your ads as successful as possible. There are three critical parts to paid placement ads, as illustrated in Figure 14-11:	12/10/2009
2	p 435	When you sit down to write your copy, you’ll notice how little room you have—Google, Live Search, and Yahoo! ads are all limited to just 70 characters. Make it punchy and edit your ad until all extraneous words are removed. Here’s some more advice to guide you in creating good titles and descriptions for your paid placement ads:	When you sit down to write your copy, you’ll notice how little room you have—Google, Bing, and Yahoo! ads are all limited to just 70 characters. Make it punchy and edit your ad until all extraneous words are removed. Here’s some more advice to guide you in creating good titles and descriptions for your paid placement ads:	12/10/2009
2	p 438	The dynamic capabilities of Google, Live Search, and Yahoo! to insert keywords into your title or your description enable you to raise your click rate without much extra work.	The dynamic capabilities of Google, Bing, and Yahoo! to insert keywords into your title or your description enable you to raise your click rate without much extra work.	12/10/2009
2	p 461	Consider our fictitious company, Snap Electronics, which built on early success to have four search marketing campaigns running after just a few months. Each campaign averaged 25 keywords, totaling 100 keywords in all. Because Snap targeted Google, Yahoo!, Live Search, AOL, and Ask.com, it required 500 manual queries (5 search engines multiplied by 100 queries) to check their search rankings.	Consider our fictitious company, Snap Electronics, which built on early success to have four search marketing campaigns running after just a few months. Each campaign averaged 25 keywords, totaling 100 keywords in all. Because Snap targeted Google, Yahoo!, Bing, AOL, and Ask.com, it required 500 manual queries (5 search engines multiplied by 100 queries) to check their search rankings.	12/10/2009
2	p 462	Table 15-2  Rank-checking tools. Many good tools are available to check your search rankings—here are some of the most popular. Supported Supported Search Engines Languages Pricing AgentWebRanking 346 European Business edition $150 per year www.agentwebranking.com and Asiatic Professional edition $500 per year Digital Point Rank Checking Tool Google, European, Free www.digitalpoint.com/tools/keywords Live Search, Asiatic, and and Yahoo! Arabic Mike’s Marketing Tools www.mikes-marketing-tools.com 9 English Free Ranking-Manager 271 European Standard version $149 www.websitemanagementtools.com and Asiatic Professional version $389 SEO Elite 5 English $167 www.seoelite.com Trellian SEO Toolkit 250 European, Personal edition $300 www.trellian.com/seotoolkit plus Arabic Enterprise edition $495 and Japanese WebPosition 4 216 European Standard edition $149 www.webposition.com and Asiatic Professional edition $389	Table 15-2  Rank-checking tools. Many good tools are available to check your search rankings—here are some of the most popular. Supported Supported Search Engines Languages Pricing Advanced Web Ranking 1000+ European, Standard Edition: $99 Asiatic, Professional Edition: $199 and Arabic Enterprise Edition: $399 AgentWebRanking 346 European Business edition $150 per year www.agentwebranking.com and Asiatic Professional edition $500 per year Digital Point Rank Checking Tool Google, European, Free www.digitalpoint.com/tools/keywords Bing, Asiatic, and and Yahoo! Arabic Mike’s Marketing Tools www.mikes-marketing-tools.com 9 English Free Ranking-Manager 271 European Standard version $149 www.websitemanagementtools.com and Asiatic Professional version $389 Trellian SEO Toolkit 250 European, Personal edition $300 www.trellian.com/seotoolkit plus Arabic Enterprise edition $495 and Japanese WebPosition 4 216 European Standard edition $149 www.webposition.com and Asiatic Professional edition $389	12/10/2009
2	p 463	Table 15-3  Snap search keyword ranking scorecard. Some queries return your pages at the same rank in different search engines, but others do not. AOL Live Keyword Phrase Search Ask Google Search Yahoo! Score digital camera 19 56 19 62 62 44 snap digital camera 2 1 2 2 2 2 snapshot digital camera 2 1 2 1 1 1 digital camera review 100 39 100 26 26 58 best digital camera 43 17 43 13 13 26 digital camera comparison 100 100 100 100 100 100 compare digital camera 100 84 100 71 71 85 Campaign average 52 60 52 39 39 48	Table 15-3  Snap search keyword ranking scorecard. Some queries return your pages at the same rank in different search engines, but others do not. AOL Bing Keyword Phrase Ask Google Search Yahoo! Score digital camera 19 56 19 62 62 44 snap digital camera 2 1 2 2 2 2 snapshot digital camera 2 1 2 1 1 1 digital camera review 100 39 100 26 26 58 best digital camera 43 17 43 13 13 26 digital camera comparison 100 100 100 100 100 100 compare digital camera 100 84 100 71 71 85 Campaign average 52 60 52 39 39 48	12/10/2009
2	p 464	Table 15-4  Snap search landing page ranking scorecard. Content owners seem especially motivated by a scorecard that calls out their own pages. Landing Page URL AOL ASK GG LIVE YH Score /stores/Cat?cat=6&lang=1&cntry=840 19 56 19 62 62 44 /stores/Cat?cat=6&Prd=559&lang=1&cntry=840 2 1 2 2 2 2 /stores/Cat?cat=2&&lang=1&cntry=840 2 1 2 1 1 1 /cameras/digital_camera_reviews.html 100 39 100 26 26 58 /stores/Prd?prd=9&lang=1&cntry=840 43 17 43 13 13 26 /cameras/digital_camera_comparisons.html 100 100 100 100 100 100 /cameras/news/index.html 100 84 100 71 71 85	Table 15-4  Snap search landing page ranking scorecard. Content owners seem especially motivated by a scorecard that calls out their own pages. Landing Page URL AOL ASK GG Bing YH Score /stores/Cat?cat=6&lang=1&cntry=840 19 56 19 62 62 44 /stores/Cat?cat=6&Prd=559&lang=1&cntry=840 2 1 2 2 2 2 /stores/Cat?cat=2&&lang=1&cntry=840 2 1 2 1 1 1 /cameras/digital_camera_reviews.html 100 39 100 26 26 58 /stores/Prd?prd=9&lang=1&cntry=840 43 17 43 13 13 26 /cameras/digital_camera_comparisons.html 100 100 100 100 100 100 /cameras/news/index.html 100 84 100 71 71 85	12/10/2009
2	p 466	Table 15-6  Snap’s referrals by search engine. Snap tracks all search referrals across the scope of its search marketing program, its U.S. site. Baseline May June July Total Organic Referrals AOL 1,170 1,564 1,602 1,734 8,129 Ask.com 146 124 187 167 1,008 Google 5,623 7,647 10,556 15,840 59,369 Live Search 2,365 2,126 3,542 3,970 16,097	Table 15-6  Snap’s referrals by search engine. Snap tracks all search referrals across the scope of its search marketing program, its U.S. site. Baseline May June July Total Organic Referrals AOL 1,170 1,564 1,602 1,734 8,129 Ask.com 146 124 187 167 1,008 Google 5,623 7,647 10,556 15,840 59,369 Bing 2,365 2,126 3,542 3,970 16,097	12/10/2009
2	p 467	Table 15-7  Snap’s referrals by keyword for July. For its digital camera campaign, Snap tracked the detailed data for each keyword for both organic and paid search. Organic Search Paid Search Keyword Rank Click Added Phrase Baseline Referrals GG YH LIVE Impressions Clicks Rate Visits digital camera 1,412 7,356 15 22 28 2,886,532 48,336 1.67% 50,636 snapshot digital 4,044 6,027 1 2 2 11,821 421 3.56% 1,404 camera snap digital 5,278 7,290 1 1 2 12,936 362 2.8% 2,374 camera	Table 15-7  Snap’s referrals by keyword for July. For its digital camera campaign, Snap tracked the detailed data for each keyword for both organic and paid search. Organic Search Paid Search Keyword Rank Click Added Phrase Baseline Referrals GG YH Bing Impressions Clicks Rate Visits digital camera 1,412 7,356 15 22 28 2,886,532 48,336 1.67% 50,636 snapshot digital 4,044 6,027 1 2 2 11,821 421 3.56% 1,404 camera snap digital 5,278 7,290 1 1 2 12,936 362 2.8% 2,374 camera	12/10/2009
2	p 484	Most blogs and other feeds allow subscribers to choose which format they’d like to receive, making it harder for the feed owner to get a total number of subscribers across the various formats. Google’s FeedBurner (www.feedburner.com) and other feed aggregation services have arisen to solve this problem. FeedBurner and its competitors provide a single subscribe button for you to place on your site, with FeedBurner providing the best format to each subscriber’s individual feed reader. Because all subscribers go through FeedBurner, the feed owner can be provided with statistics to show the number of subscribers, for example.	Most blogs and other feeds allow subscribers to choose which format they’d like to receive, making it harder for the feed owner to get a total number of subscribers across the various formats. Google’s FeedBurner (http://google..feedburner.com) and other feed aggregation services have arisen to solve this problem. FeedBurner and its competitors provide a single subscribe button for you to place on your site, with FeedBurner providing the best format to each subscriber’s individual feed reader. Because all subscribers go through FeedBurner, the feed owner can be provided with statistics to show the number of subscribers, for example.	12/10/2009
2	p 485	Twitter is the biggest name in microblogging, but other services such as Jaiku (www.jaiku. com) and Pownce (http://pownce.com) have also developed substantial communities. Social networks MySpace and FaceBook have also introduced a microblogging-like feature called status updates.	Twitter is the biggest name in microblogging, but other services such as Jaiku (www.jaiku. com) have also developed substantial communities. Social networks MySpace and FaceBook have also introduced a microblogging-like feature called status updates.	12/10/2009
2	494 - 495	Get your videos indexed. Some search sites crawl videos along with all other Web content, so placing all your videos in the same directory (as close to the root directory as possible) can help those spiders find everything you’ve got. If you are constantly adding videos, consider setting up a Web feed for videos and ping the search engines each time you add a new one. You can also use a Video Sitemap (www.sitemaps.org) to get the same treatment for your videos that you get for your Web pages. (See Chapter 10 for an in-depth treatment of how a Web feed and a Sitemap help your content get indexed.) Submit your videos. Video sharing sites, such as Google’s YouTube (www.youtube. com), allow you to post your videos right on their site. But don’t stop with YouTube. Use TubeMogul (www.tubemogul.com) to submit your clips to over a dozen sites simultaneously (and to track their viewership). Optimizing your videos for search is not enough, however. Just as getting a #1 ranking for a Web page does not get that page clicked, your video must be watched, not just found. Ensure that videos posted, especially to social networking sites, are marked “public” rather than private. Some video sharing sites allow you some control over the image selected as its thumbnail image—the picture shown before the video is played. Selecting an attractive thumbnail causes more people to watch.	Get your videos indexed. Some search sites crawl videos along with all other Web content, so placing all your videos in the same directory (as close to the root directory as possible) can help those spiders find everything you’ve got. If you are constantly adding videos, consider setting up a Web feed for videos and ping the search engines each time you add a new one. You can also use a Video Sitemap (www.sitemaps.org) to get the same treatment for your videos that you get for your Web pages. (See Chapter 10 for an in-depth treatment of how a Web feed and a Sitemap help your content get indexed.) Submit your videos. Video sharing sites, such as Google’s YouTube (www.youtube. com), allow you to post your videos right on their site. But don’t stop with YouTube. Use TubeMogul (www.tubemogul.com) to submit your clips to over a dozen sites simultaneously (and to track their viewership). Embed your videos on your Web pages. Search engines use the text around the video to discern what the video is about, so embed your videos within relevant pages on your site to help the search engines guess right. Encourage other sites to embed your videos. Just as links tell search engines which Web pages get votes of confidence from other sites, embedding videos tells Google that your video is valuable content. Optimizing your videos for search is not enough, however. Just as getting a #1 ranking for a Web page does not get that page clicked, your video must be watched, not just found. Ensure that videos posted, especially to social networking sites, are marked “public” rather than private. Some video sharing sites allow you some control over the image selected as its thumbnail image—the picture shown before the video is played. Selecting an attractive thumbnail causes more people to watch.	12/10/2009
2	p 515	In 2006, 12 percent of all searches were conducted using search toolbars. While the Yahoo! and Google toolbars are the most popular, Live Search and others also offer toolbars. We know that all users of the Firefox browser (www.mozilla.com/firefox)—nearly 20 percent of Web users—already have a search toolbar built in, and many Internet Explorer users do as well; version 7 has a built-in search toolbar and users of prior versions can download toolbars free. In short, many users already have a search toolbar, and nearly everyone will soon, giving them an omnipresent search capability.	In 2006, 12 percent of all searches were conducted using search toolbars. While the Yahoo! and Google toolbars are the most popular, Bing and others also offer toolbars. We know that all users of the Firefox browser (www.mozilla.com/firefox)—nearly 20 percent of Web users—already have a search toolbar built in, and many Internet Explorer users do as well; version 7 has a built-in search toolbar and users of prior versions can download toolbars free. In short, many users already have a search toolbar, and nearly everyone will soon, giving them an omnipresent search capability.	12/10/2009
2	p 535	Desktop content. Rumor has it that a future version of Windows will enable you to search your desktop and the Web at the same time. Google offers such a capability, as shown in Figure 18-1, as does Live Search, Yahoo! Search, and others. Wide adoption of search technology for finding information on the searcher’s own computer could have broad implications for search marketing.	Desktop content. Rumor has it that a future version of Windows will enable you to search your desktop and the Web at the same time. Google offers such a capability, as shown in Figure 18-1, as does Bing, Yahoo! Search, and others. Wide adoption of search technology for finding information on the searcher’s own computer could have broad implications for search marketing.	12/10/2009
2	p 548	Bill Hunt (www.globalstrategies.com). Bill’s well-respected Global Strategies International search consultancy is a good company to contact for any search marketing need.	Bill Hunt (www.whunt.com). Bill’s site offers insights and tips for better search, social media, and digital marketing. Bill also writes a separate blog on Search Marketing related to this book at (www.semincbook.com) that contains tool reviews, the latest conferences, and updates on new techniques.	12/10/2009
2	p 548	Search Engine Strategies (www.jupiterevents.com). The longest-running search marketing conference, SES is held every few weeks throughout the year in cities around the world. Each conference lasts two to four days and features sessions for both novice and expert search marketers. Around $600 per day Search Marketing Expo (www.searchmarketingexpo.com). Run by the most experienced search conference organizers in the business, Danny Sullivan and Chris Sherman, SMX is the newest conference series but the most talked about. You’ll find numerous events each year at a city near you, aimed at newbies and veterans alike. Around $400 a day PubCon (www.webmasterworld.com). More technical than SES, catering more to Web developers and affiliate marketers,	Search Engine Strategies (www.searchenginestrategies.com). The longest-running search marketing conference, SES is held every few weeks throughout the year in cities around the world. Each conference lasts two to four days and features sessions for both novice and expert search marketers. Around $600 per day Search Marketing Expo (www.searchmarketingexpo.com). Run by the most experienced search conference organizers in the business, Danny Sullivan and Chris Sherman, SMX is the newest conference series but the most talked about. You’ll find numerous events each year at a city near you, aimed at newbies and veterans alike. Around $400 a day PubCon (www.pubcon.com). More technical than SES, catering more to Web developers and affiliate marketers, PubCon (now officially called “WebmasterWorld’s World of Search”) grew out of after-hours networking at the various search conferences into a three-day event that stands on its own, held a couple of times each year, with one always in the United States. For Webmasters and other technical experts, this event is the valuable one for solving problems, learning new techniques, and keeping up with where the search marketing is headed. As low as $500 to attend	12/10/2009
2	p 549	Suchmaschinen-Marketing (www.suchmaschinen-marketing.com). Originating in Zurich before spreading to Bulgaria and Germany, it is held twice a year and lasts two days. More intimate than European SES, some believe that it is easier for companies to get their questions answered than in a larger forum. This event also offers one-on-one consulting with the attendees and some of the presenters during specific “clinic” sessions. Around ¤750 to attend	International Search Marketing (www.internationalsearchsummit.com). A global search marketing event held at various times a year throughout Europe, this conference is focused on strategy and practical application from the top global search experts from around the world. It is a smaller event that allows speakers to go deeper into specific topics and to offer a richer experience for the attendees. Around $800 to attend.	12/10/2009
2	p 553	bid gap  A significant difference between two bids in adjacent positions in a paid placement auction. For example, when the bidder currently ranked #3 has a maximum bid of 50¢, and the #4 bid is 40¢, the bid gap is 10¢.	bid gap  A significant difference between two bids in adjacent positions in a high-bidder paid placement auction. For example, when the bidder currently ranked #3 has a maximum bid of 50¢, and the #4 bid is 40¢, the bid gap is 10¢.	12/10/2009
2	569	paid inclusion  A service offered by some search engines (such as Yahoo!) that guarantees a Web site’s pages are stored in the search index in return for a fee. Paid inclusion does not guarantee high search rankings for those pages—just that the pages will always be present in the index and that the spider will frequently revisit each included page to make sure the index is kept up-to- date with changes made on the Web site.	paid inclusion  A service once offered by some search engines (such as Yahoo!) that guarantees a Web site’s pages are stored in the search index in return for a fee. Paid inclusion does not guarantee high search rankings for those pages—just that the pages will always be present in the index and that the spider will frequently revisit each included page to make sure the index is kept up-to- date with changes made on the Web site.	12/10/2009
2	p 75	Remember, however, that the search engines are only paid for clicks, so if you have a great ad that relatively few people click (but you are pleased with your sales), the search engines might not be happy. If your listings get few clicks, high bidder auction systems will stop showing them, whereas Google (and other hybrid auctions) will lower your rankings. At that point, you must make changes to your ad to try to increase the clicks.	Remember, however, that the search engines are only paid for clicks, so if you have a great ad that relatively few people click (but you are pleased with your sales), the search engines might not be happy. If your listings get few clicks, high bidder auction systems will stop showing them, whereas Google (and other hybrid auction engines) will lower your rankings. At that point, you must make changes to your ad to try to increase the clicks.	12/14/2009
2	p 156	Table 7-6  Snap Electronics ranking check. Some queries return your pages at the same rank in different search engines, but others do not. Keyword Phrase AOL Ask.com Google Live Yahoo! Search Search digital camera 45 — 45 — — snap digital camera 3* 2* 3* 4* 2* snapshot digital camera 3* 1* 3* 1* 1* digital camera review — 44 — 34 31 best digital camera — 17* — 47* 22* digital camera comparison — — — — — compare digital camera — — — — —	Table 7-6  Snap Electronics ranking check. Some queries return your pages at the same rank in different search engines, but others do not. Keyword Phrase AOL Ask.com Google Yahoo! Bing Search digital camera 45 — 45 — — snap digital camera 3* 2* 3* 4* 2* snapshot digital camera 3* 1* 3* 1* 1* digital camera review — 44 — 34 31 best digital camera — 17* — 47* 22* digital camera comparison — — — — — compare digital camera — — — — —	12/14/2009
2	p 318	In addition to helping you perform audits properly, content analyzers can help you persuade recalcitrant members of your extended search team to make the required changes to aid search rankings. For some reason, many people are more easily persuaded when they see a report from a program than if you tell them the same thing. You should do whatever it takes to get writers to change their words (to optimize the content for higher search rankings). If it means running a content analyzer and walking them through the results, go for it. Figure 12-8 shows a sample report from Site Content Analyzer (www.sitecontentanalyzer.com).	In addition to helping you perform audits properly, content analyzers can help you persuade recalcitrant members of your extended search team to make the required changes to aid search rankings. For some reason, many people are more easily persuaded when they see a report from a program than if you tell them the same thing. You should do whatever it takes to get writers to change their words (to optimize the content for higher search rankings). If it means running a content analyzer and walking them through the results, go for it. Figure 12-8 shows a sample report from Site Content Analyzer (www.cleverstat.com).	12/16/2009
2	p xii	First printing September 2008	Third printing January 2010	12/16/2009
3	pxii	Third printing January 2010	Fourth Printing: November 2011	11/8/2011
3	pxxxv	Mike also writes regular columns on search marketing for the Internet Evolution, WebProNews, and Search Engine Guide web sites. He is a member of the Search Engine Marketing Council of the Direct Marketing Association and a charter member of the DMA’s Interactive Marketing Advisory Board.	Mike also writes regular columns on search marketing for the WebProNews and Search Engine Guide Web site. He is the founder and largest contributor to the Biznology blog (www.biznology.com).	11/8/2011
3	pxxxv	He led the product team that developed the first commercial linguistic search engine in 1989 and has been granted four patents in search and retrieval technology.	He led the product team that developed the first commercial linguistic search engine in 1989 and has been granted five patents in search and retrieval technology.	11/8/2011
3	pxxxv	Mike was named an IBM Distinguished Engineer in 2005. Mike can be reached through his Web site (www.mikemoran.com), which is also the home of his Biznology newsletter and blog.	Mike was named an IBM Distinguished Engineer in 2005 and an Open Group Distinguished IT Specialist in 2008. Mike can be reached through his Web site (www.mikemoran.com) and you can follow him on Twitter at @mikemoran.	11/8/2011
3	pxxxvi	Bill can be reached through his company Web site (www.back-azimuth.com) or his blog (www.whunt.com).	Bill can be reached through his company Web site (www.back-azimuth.com) or his blog (www.whunt.com) and you can follow him on Twitter at @billhunt.	11/8/2011
3	p4	The top five U.S. search engines processed close to 11 billion searches in March 2008!	The top five U.S. search engines processed over 17 billion searches in August 2011!	11/8/2011
3	p5	The U.S. paid search market exceeded $10 billion in 2008 and is expected to rise to over $23 billion by 2013.	The U.S. paid search market is forecast to grow 15% between 2010 and 2011.	11/8/2011
3	p7	Yahoo! and Google were partners until 2004, and as we write this, Yahoo! and Microsoft® are awaiting regulatory approval for Yahoo! Search to be powered by Microsoft’s Bing search engine.	Yahoo! and Google were partners until 2004, and now Yahoo! and Microsoft have now become search partners.	11/8/2011
3	p8	Google is used by more searchers than any other search engine, with nearly 70 percent U.S. market share.	Google is used by more searchers than any other search engine, with over 65 percent U.S. market share.	11/8/2011
3	p8	Replace Figure 1-4 Google is the leader with more than half the total share of U.S. searches. Source: comScore (September 2009)	Google is the leader with almost two-thirds of the total share of U.S. searches. Source: comScore (September 2011)	11/8/2011
3	p9	The Yahoo! search engine is the #2 search engine, with nearly one-fifth of all searches, but Figure 1-5 shows the difference in focus for Yahoo! and Google.	The Yahoo! search engine is the #2 search engine, with over 15 percent of all searches, but Figure 1-5 shows the difference in focus for Yahoo! and Google.	11/8/2011
3	p10	In 2009, Microsoft and Yahoo! reached agreement for Microsoft’s Bing search engine to power Yahoo! Search, but it awaits 2010 regulatory approval. Pay attention to the news to see if and when this rollout occurs, country by country. Until it does, follow the advice in this book for Yahoo! when targeting the Yahoo! search engine, but follow the advice for Bing after such a switch occurs.	In 2009, Microsoft and Yahoo! reached agreement for Microsoft's Bing search engine to power Yahoo! Search, and began rolling out the Microsoft-powered results in 2010. Yahoo! has announced that all country markets around the world will be receiving Bing search results by early 2012.	11/9/2011
3	p10	Bing was introduced in 2009 to great fanfare and an expensive media campaign, resulting in some early gains in market share, albeit small ones.	Bing was introduced in 2009 to great fanfare and an expensive media campaign, resulting in some early gains in market share that have continued steadily over time.	11/9/2011
3	p10	Bing is ranked third in the search race by most counts, with around ten percent of U.S. searches, but Microsoft has long tried to increase its share of searches. Microsoft's impending deal with Yahoo!, if approved, would make Bing the #2 search engine, with nearly one-third of all searches.”	Bing is ranked third in the search race by most counts, with almost 15 percent of U.S. searches, but Microsoft has long tried to increase its share of searches. Microsoft's deal with Yahoo! has really made Bing the #2 search engine, with nearly over 30 percent of all U.S. searches.	11/9/2011
3	p10	Worldwide search marketers must focus on Bing because of the sizable number of visits you can attract to your site using Microsoft’s new organic search technology and its relatively new adCenter technology for paid search. Microsoft has long been rumored to be developing a new search facility built into a future version of the Windows operating system. Windows users would then be able to search their own computer, their company’s servers, and the Internet within the same search. Bing, in contrast, looks a lot like the others, as Figure 1-6 shows, but it has gotten good reviews since its debut.	Worldwide search marketers must focus on Bing because of the sizable number of visits you can attract to your site using Microsoft's organic search technology and its adCenter technology for paid search. In addition to its deal with Yahoo!, Microsoft has also been aggressive in signing cell phone carrier to power mobile search. Bing has positioned itself as a “decision engine, but as Figure 1-6 shows, its user interface looks a lot like other search engines.	11/9/2011
3	p11	Figure 1-6  Live Search results. Like most competitors, Live Search returns both organic results as well as variations of paid listings.	Figure 1-6 Bing search results. Like most competitors, Bing returns both organic results as well as variants of paid listings.	11/9/2011
3	p11	AOL Search (search.aol.com) is used mostly by AOL users, but that is still a lot of people—totaling 3 percent of U.S. searches, good enough for fourth or fifth place, depending on who's counting.	AOL Search (search.aol.com) is used mostly by AOL users, but that is still a lot of people—totaling over one percent of U.S. searches, good enough for fifth place.	11/9/2011
3	p11	It’s in paid search that AOL is making big changes. Until recently, AOL used Google AdWords for all of its paid search ads. But in early 2007, AOL announced that it was providing its own interface to Google AdWords that allows advertisers to customize Google ads that are being presented to AOL searchers.	AOL has at various times used Google Adwords for its paid search results and offered its own paid search technology that customizes AdWords. While AOL continues to emphasize its own ad networks for display ads, its small market share in search means that most search marketers ignore AOL's paid search enhancements.	11/9/2011
3	p12	Later in 2007, AOL began making a series of announcements that brought together the capabilities of several acquired companies into a brand new advertising network, called Platform A. The nascent network promises banner advertising, behavioral targeting, video advertising, and mobile phone advertising across all Time Warner properties, not just AOL.	AOL has made a series of moves over the years to keep its display ad network relevant, despite its consistent losses in search market share. AOL first tried aggregating all Time Warner properties into a single ad network, and most recently is working with Microsoft and Yahoo! to create a mega-network for ads. Again, none of this is a reason for search marketers to spend much time thinking about AOL.	11/9/2011
3	p12-13	Founded as Ask Jeeves in 1996 as a ‘natural language’ search engine, Ask.com allows searchers to ask a question (“What is the population of India?”) and get an answer, not just a list of documents containing the words. This approach yields good answers to popular questions; because it depends on human editors selecting the best answers, however, it does not work well for more esoteric subjects the editors did not handle. In recent years, Ask.com has acquired several organic search engine companies and built a search engine many believe is the closest rival to Google in quality. Figure 1-8 shows a sample results page from Ask.com with a wide range of content as part of its organic search results.	Founded as Ask Jeeves in 1996 as a “natural language” search engine, Ask.com allowed searchers to ask a question (“What is the capital of Nepal?”) and get an answer, not just a list of pages containing the words. This approach worked well for popular questions that were answered by human analysts, but was overwhelmed for the majority of searches by Google's algorithmic approach. Ask.com made a series of technology acquisitions over the years to bolster its algorithmic search capability-at times giving Google a run for its money for organic search quality. But its low market share (under three percent) has left it unable to keep up in the technology arms race with Microsoft and Google. Today, search marketers spend little time worrying about Ask.com. Figure 1-8 reveals a search facility that looks similar to the others we've seen.	11/9/2011
3	p13	To gain market share, Ask.com also acquired Excite, one of the original Internet portals and still a popular search site. Today, Ask.com attracts nearly 4 percent of U.S. searches, when you add up visits to all of its properties, ranking fourth or fifth depending on who’s doing the counting. Ask.com is not the most popular search engine, but it is one of the most innovative.	delete paragraph	11/9/2011
3	p14	Some metasearch engines, such as HotBot (www.hotbot.com), merely show a search input box and ask the searcher to choose which engine to search with.	delete paragraph	11/9/2011
3	p14	More complex metasearch engines actually search multiple search engines at the same time and mix the results together on the same results page.	Metasearch engines actually search multiple search engines at the same time and mix the results together on the same results page.	11/9/2011
3	p14	Both of these metasearch engines search Google, Yahoo!, Bing, Ask.com, and other search engines, but neither draws many searchers.	Metasearch engines actually search multiple search engines at the same time and mix the results together on the same results page.	11/9/2011
3	p14	Visits to U.S. shopping search sites are increasing markedly—51 percent between 2006 and 2007 according to Matt Tatham of HitWise.	Shopping search engines draw large quantities of qualified buyers-over 200,000 per day in the U.S. according to comScore.	11/9/2011
3	p16	New Figure 1-10 and caption: Figure 1-10  Shopping search market share. Yahoo! Shopping and BizRate are the leaders. Source: Hitwise (August 2009)	Shopping search market share. Google and Yahoo! are the leaders, but no one company dominates. Source: comScore (July 2011)	11/9/2011
3	p16	Similarly, Technorati (www.technorati.com), which limits itself to blogs, and EveryZing (www.everyzing.com), focusing on audio and video, may find more relevant information within those content types.	Similarly, Technorati (www.technorati.com), which limits itself to blogs, and YouTube (www.youtube.com), focusing on video, may find more relevant information within those content types.	11/9/2011
3	p18	U.S. paid placement is expected to continue growing, comprising over 40 percent of all advertising spending, as it rises from $5.2 billion in 2005 to over $11 billion in 2011 (as shown in Figure 1-12).	U.S. paid placement is expected to continue growing, as shown in Figure 1-12.	11/9/2011
3	p18	New Figure 1-12 and updated caption: Figure 1-12  U.S. paid placement spending. Paid placement continues to grow, projected to double between 2009 and 2013. Source: eMarketer (August 2008)	Figure 1-12  U.S. paid placement spending. Paid placement continues to grow, projected to grow by 75 percent between 2009 and 2014 Source: eMarketer (December 2010)	11/9/2011
3	p18	JupiterResearch has forecast that European spending on paid search will almost double between 2006 and 2011. The picture in Asia is also striking: for example, China's paid placement spending is expected to increase by 76 percent by 2010.	JupiterResearch has projected paid search to comprise almost half of the ¤14 million European online advertising by 2012. It's not just Europe. Covario reported paid search spending increasing by 50 percent in first quarter of 2011 in both Europe and Asia.	11/9/2011
3	p19	Yahoo!, which once used Google as the organic search that complemented its directory, and later became its fiercest rival, is now attempting to ally with Microsoft to use the Bing search engine, exiting from the search wars completely.	Yahoo!, which once used Google as the organic search that complemented its directory, and later became its fiercest rival, has allied with Microsoft to use the Bing search engine, exiting from the search wars completely.	11/9/2011
3	p21	These new firms, led by iProspect, OneupWeb, and Global Strategies International, handle search marketing and nothing else.	These new firms, led by iProspect and Global Strategies International, handle search marketing and nothing else.	11/9/2011
3	p21	Sometimes these agencies are subsidiaries of the traditional ad agencies, such as OgilvyInteractive, whereas others, such as Avenue A | Razorfish, are smaller, independent firms.	Sometimes these agencies are subsidiaries of the traditional ad agencies, such as OgilvyInteractive, whereas others, such as Razorfish, are smaller, independent firms.	11/9/2011
3	p22	All of these firms are competing for your growing interactive marketing budget--projected to be 9 percent of all advertising spending by 2011.	All of these firms are competing for your growing paid search budget—Kantar Media reported that paid search comprised more than eight percent of all advertising spending in the first half of 2011.	11/9/2011
3	p39	Now they look for a particular keyword density on a page. And have decided that pages with around 7 percent of the words (a 7 percent keyword density) are “good” matches.	They now look not only for keyword density but also for content theme, whether there are related words to the keywords on the page.	11/9/2011
3	p41	Luckily, the Web also made possible a new factor, called link popularity (sometimes called link analysis), that dramatically improves ranking when used in conjunction with these older techniques.	Luckily, the Web also made possible a new factor, called link popularity (sometimes called link analysis, link equity or link juice), that dramatically improves ranking when used in conjunction with these older techniques.	11/9/2011
3	p47	Yahoo! Search, some shopping search engines, and some others allow your site to provide a trusted feed; that is, your site sends pages to the search engine, which are processed and stored in the index as soon as they are received.	Luckily, the Web also made possible a new factor, called link popularity (sometimes called link analysis, link equity or link juice), that dramatically improves ranking when used in conjunction with these older techniques.	11/9/2011
3	p53	Yahoo! used to use Google's organic search, then created its own, and now is angling to use Bing.	Yahoo! used to use Google's organic search, then created its own, and now uses Bing.	11/9/2011
3	p63	Beyond this natural tendency, currently only four organic search technologies are used by the major worldwide search engines, as shown in Table 3-1.	Beyond this natural tendency, currently only three organic search technologies are used by the major worldwide search engines, as shown in Table 3-1.	11/9/2011
3	p63	In Table 3-1, remove “Yahoo! Search” from the first column, but leave everything else in the table where it is. Change the caption from “…Google, Microsoft, and Yahoo! are…” to “…Google, and Microsoft are…”	fixed	11/9/2011
3	p66	Directories frequently syndicate their results to many sites. Yahoo! shows its directory at several search sites, including Yahoo! itself, AlltheWeb (www.alltheweb.com), and AltaVista (www.altavista.com). Almost all search engines show Open Directory results, including Google (as its Google Directory) and AOL Search. Remember, however, that far fewer searchers use directories than use search queries.	delete paragraph	11/9/2011
3	p71	In Table 3-2, change the Yahoo! URL from “searchmarketing.yahoo.com/srch” to “searchmarketing.yahoo.com”	fixed	11/9/2011
3	p98	New paragraph under last bullet: “And don't forget about “end of life” products. Your customers will use them long after you've discontinued them. Customers will need repairs, upgrades, accessories, or maybe even a newer version of that same model. Many niche sites have sprung up to service these customers, so with a little planning and a few content adjustments, you will continue to connect and support these hard-won customers long into the future.”	fixed	11/9/2011
3	p153	Table 7-4 Change “Live Search” to “Bing”.	fixed	11/9/2011
3	p187	Some of the leading firms include Global Strategies International, NetConcepts, and Converseon, but many smaller firms can do a great job for your business, too.	Some of the leading firms include Global Strategies International, Covario, and Converseon, but many smaller firms can do a great job for your business, too.	11/9/2011
3	p233	In Table 10-1, change “msnbot” to “bingbot” and remove the entire row for Yahoo!	fixed	11/9/2011
3	p235	In Table 10-2, remove the entire row containing Yahoo!	fixed	11/9/2011
3	p238	Yahoo! goes so far as to offer a tool called Site Explorer (http://siteexplorer.search.yahoo.com).	delete sentence	11/9/2011
3	p246	The URL has no more than two dynamic parameters. Okay, it’s not really that simple. There are circumstances where even two dynamic parameters are too many (see the “rule” on session identifiers below), and there are other circumstances in which pages with URLs having more than three parameters are still indexed. If you must use more than two parameters in your URL, you might be able to use a technique known as URL rewrite, as explained below.	The URL does not have excessive parameters. Previously, two parameters were a challenge for engines. But as CMS tools have become more complex the engines have adjusted and are indexing pages with complex URL structures. While more accommodating, the engines do not want or need every color, size or variation of your product in their database. To reduce the duplication and dilution of link equity you can use the “rel=canonical” meta tag to identify the base or default version of a multi-variable page.	11/9/2011
3	p249	If your site requires certain technology to view it, such as Macromedia Flash, Java, or something else, your visitors must download the software before entering your site.	If your site requires certain technology to view it, such as Adobe Flash, Java, or something else, your visitors must download the software before entering your site.	11/9/2011
3	p253	We recently reviewed the home page of a large consulting company and found their home page source code equal to 21 printed pages of text. Ninety percent of that content was JavaScript, much of which could be placed in external files and called when the page is loaded. Doing so leaves the remaining 10 percent of real content, which becomes tasty spider food. If your Web pages suffer from this kind of bloating, cutting them down to size will improve the number of pages indexed (and often their search ranking).	You can test page load speed and the most common page load errors using free tools. Google's Page Speed analysis tool works as a plug-in to both Firefox and Google Chrome (http://code.google.com/speed/page-speed/download.html). Google also provides detailed instructions as well as code snippets for improving your JavaScript and other page assets. Yahoo! offers a popular tool named YSlow which is also a Chrome and Firefox plug-in (http://developer.yahoo.com/yslow/) and their own set of detailed instructions for improving the load performance of your Web site.	11/9/2011
3	p259	Heading: Sitemaps	XML Sitemaps	11/9/2011
3	p261	• Yahoo! Site Explorer (siteexplorer.search.yahoo.com/submit)	delete	11/9/2011
3	p264	Judicious use of robots directives eliminates these crawling problems. You can use either the robots tag or the robots.txt file to prevent pages from showing up in search results, but only the robots.txt approach provides performance gains for the spider. With the robots tag, the spider spends its budgeted time retrieving the page and only then sees the robots tag and leaves the page alone. The robots.txt file tells the spider not even to attempt looking at the page, which leaves more of the spider's time budget for the pages you actually want indexed.	You can use robots directives to steer the spiders away from content you don't want indexed, saving crawl budget time for indexing more of the good stuff. But you can also use Google and Bing Webmaster tools to control how the spiders work. If your site's servers are spending too much time responding to spiders, when you need them to respond to customers, you can slow down the rate of the crawls. Some Webmasters do so during seasonal or event traffic peaks.	11/9/2011
3	p290-291	Add new paragraph before Summary (caused rewrap): You also might be guessing that the keyword prioritization process can be borderline overwhelming for a large Web site with tens of thousands or even hundreds of thousands of keywords. Luckily, Bill's company Back Azimuth (www.back-azimuth.com) has a scalable management keyword system that helps companies with large keyword lists to segment them according to several kinds of criteria, including buying cycle.	fixed	11/9/2011
3	p299	Popularity data. Now that many searchers use search toolbars—the Google and Yahoo! toolbars are the most popular, but many other search engines have them, too—they can gather information about which pages are visited the most. Unbeknownst to many toolbar users (although openly spelled out in their terms of use), the search engines keep track of which pages searchers are visiting, even when they are not searching. Ask.com, for one, confirms using popularity data to give more popular pages a “boost” in the rankings when searchers look for words that appear on those pages. Other search engines might be doing the same.	User activity. For several years, Ask.com has been boosting rankings based on page visit activity (tracked through toolbars), and other search engines are suspected of doing the same. But the newest form of user activity is social media—both Google and Bing have announced that they are using social activity for ranking purposes. Each admits to calculating the authority of a social media user to value the links shared by that user.	11/10/2011
3	p304	Similarly, Yahoo! offers many services that require registration, so it can collect more permanent information about the searcher.	Search engine companies frequently offer many services that require registration, so they can collect more permanent information about the searcher.	11/10/2011
3	p306-7	Move as much of the first paragraph of Page 307 to the bottom of Page 306, so that you can fit a new paragraph at the bottom of Page 307: “In fact, search engine ranking algorithms are beginning to take what people like directly into account. In 2011, Google changed its ranking algorithm to include human ratings of page quality, using machine learning algorithms to give similar ratings to similar pages. Google's “Panda update” for the first time directly ranks pages higher that people like better.”	fixed	11/10/2011
3	p318	Table 12-2: WebCEO www.webceo.com WebCEO Free Free WebCEO SmallBiz $199 WebCEO Professional $389 WebPosition www.webposition.com Standard Edition $149 Professional Edition $389	WebCEO www.webceo.com WebCEO Online: $49/mo. WebCEO Desktop: $499 WebPosition www.webposition.com Standard $29/mo. Premium $69/mo.	11/10/2011
3	p326	Each search engine uses different rules for composing its snippets. Google, for example, rarely uses the description tag for its snippets, whereas Yahoo! frequently does. Search engines frequently take excerpts from text in the body of the page, normally choosing a section of text where all or most of the keyword terms are found together, or in close proximity. The first occurrence of the terms in proximity is frequently the excerpt chosen. Just as with ranking algorithms, the rules search engines use to compose snippets change over time, so it is not usually worth the effort to chase the snippet algorithm. But you can benefit from a few tips as you write your page. To influence the Yahoo! snippet, place your important keywords together at the start of the description. For example, Snap changed its description to begin “SnapShot digital cameras from Snap Electronics have been named ‘Best Digital Camera 2005’ by Camera Views magazine.” A similar approach within your body text can influence Google.	delete	11/10/2011
3	p326	For any search engine, ensuring that the first occurrences of your major keywords come together is a good thing. So, Snap should not allow the first occurrence of “digital cameras” to appear without its brand name. Make sure that your brand name (such as “SnapShot digital cameras”) is the first occurrence, so that searchers for “digital cameras” will see your brand name in the title and in the snippet.	Each search engine uses different rules for composing its snippets, but it is always good to place the first occurrences of your major keywords together. So, Snap should not allow the first occurrence of “digital cameras” to appear without its brand name. Make sure that your brand name (such as “SnapShot digital cameras”) is the first occurrence, so that searchers for “digital cameras” will see your brand name in the title and in the snippet.	11/10/2011
3	p326	Yahoo! appears to favor 150- to 200-character snippets, but sometimes shows longer ones. Google’s snippets are generally shorter, around 100 to 150 characters. If you decide to craft a few snippet-worthy excerpts for a few high-priority keywords, remember the snippet length restrictions as you write.	delete	11/10/2011
3	p326	Add to end of page: In recent years, search engines have enhanced these garden variety snippets to become rich snippets, which show structured data as part of some search results, including those for people, events, and products. Rich snippets are constructed for pages that contain microformats, a set of special HTML tags that define the meaning of the content. Events, for example, are defined with names, locations, start times, and ticket prices. Snap Electronics decided to take advantage of the product microformat for all of its cameras, encoding the product name, its picture, description, and price. Once done, this data was displayed as part of the snippet right on the result page for all Snap cameras. Another enhancements to snippets are Sitelinks, as Google refers to them, extra links to pages deep in your site that appear indented under your main search result. While you cannot select which links appear, Google sometimes shows the content of your description tag as its snippet, and you can use Google Webmaster tools block pages you feel are inappropriate. (Bing has a similar capability it calls “deep links,” but offers no way to control what appears.)	fixed	11/10/2011
3	p327	Yahoo! seems to give text found in descriptions some weight, but far less than for text found in the body.	Other search engines might consider the description tag in rankings, but most search engines don't reveal what they consider and what they don't.	11/10/2011
3	p327	Yahoo! frequently excerpts description occurrences of keywords for its snippets.	The question is how often search engines use text from the description tag to form the snippet.	11/10/2011
3	p335-336	Add new section before Summary (Summary moves to the next page): Optimize for Local Search One of the biggest changes in recent years is the onslaught of local search results in the major search engines. Just a few years ago, most search result pages had no local results on them; today, some searches have nothing but local results! Both Google and Yahoo! have announced that 20% of their searches are local in nature, so most companies should be paying attention to including place names to their Web site content. But that's not all that is required. Businesses should be claiming their listings with the search engines so that they have control over their own information. Despite the importance of local search for any business that depends on foot traffic to an office or store, many businesses have yet to provide their information to search engines to optimize their local listings. For Google, your business must claim its Google Place page, by entering all the information into a form that Google uses to return local search results. Bing offers a similar service through its Bing Local page. Businesses with multiple locations should provide a separate set of information about each location. As you are setting up your local page, keep several tips in mind: o Use the right category. Pay attention to the best category for your business. Don't merely accept a category from the pull down. o Use a real snail mail address. Don't try to fool the search engines by setting up a post office box at a shipping box, because the engines can detect these addresses from their owner's merchant listings. o Add all the details you can. Certainly you should check the name of the business, your phone number, and all of the facts listed. But don't forget to add (and keep up-to-date) your hours of operation. You can also add images and videos. Make this your advertisement. In addition to claiming your listings, pay attention to local directories (such as Yahoo! Local) and to review sites (such as Yelp), encouraging clients to leave positive reviews. Google often cross-references these and other sources such as YellowPages.com and Dex.com, especially for heavily-reviewed businesses, like restaurants. By focusing on local keywords, claiming your listing pages, and by encouraging strong ratings and reviews, you provide your business with advantages needed to get it the local search attention it needs.	fixed	11/10/2011
3	p359	Table 13-3 Link audit tools. All link audit tools count links to your page—here are some of the most popular, along with the other features that each offers. Finds Scores Manages Links Links Links Pricing Backlink Watch URL PageRank No Free www.backlinkwatch.com iBusiness Promoter Keyword Alexa Yes Demo version: Free www.ibusinesspromoter.com and URL Standard version: $250 Business version: $450 Link Popularity Check No No No Free www.checkyourlinkpopularity.com Linkscape URL In-family, No Basic Edition: Free www.seomoz.org/linkscape theme, Advanced reports: and PageRank Included in annual SEOmoz membership for $79 OptiLink Keyword In-family, No Up to 10 links: Free www.optilinksoftware.com and URL theme, and Unlimited: $149 PageRank Majestic SEO URL In family, No Free for first site www.majesticseo.com theme, and Various for additional PageRank sites PR Prowler Keyword In-family, No $97 www.prprowler.com and URL theme, and PageRank PR Weaver Keyword In-family No Free Beta www.prweaver.com and URL and Page Rank SEOElite Keyword Alexa, Yes $167 www.seoelite.com and URL in-family, theme, and PageRank	Table 13-3  Link audit tools. All link audit tools count links to your page—here are some of the most popular, along with the other features that each offers. Finds Scores Manages Links Links Links Pricing Backlink Watch URL PageRank No Free www.backlinkwatch.com iBusiness Promoter Keyword In-family, Yes Demo version: Free www.ibusinesspromoter.com and URL theme, and Standard version: $250 PageRank Business version: $499 Link Popularity Check Keyword No No Free www.checkyourlinkpopularity.com and URL Majestic SEO Keyword In family, No Free for first site www.majesticseo.com and URL theme, and Various for additional PageRank sites Ontolo Keyword In-family, Yes Solo: $97 www.ontolo.com and URL theme, and Professional: $297 PageRank Advanced: $497 Open Site Explorer URL In-family, No Basic Edition: Free www.opensiteexplorer.org theme, Advanced reports: and PageRank Included in annual SEOmoz membership for $79 PR Prowler Keyword In-family, No $97 www.prprowler.com and URL theme, and PageRank PR Weaver Keyword In-family No Free Beta www.prweaver.com and URL and Page Rank SEOElite Keyword Alexa, Yes $147 www.seoelite.com and URL in-family, theme, and PageRank	11/10/2011
3	p359	Link tools range from free link counters to full-featured link management offerings. High-end versions allow search consultants to export data into spreadsheets or analyze multiple client sites. Let’s look at a few of these tools.	delete	11/10/2011
3	p360	A free tool that eliminates a lot of manual work is SEOmoz's Linkscape, as shown in Figure 13-8. Linkscape uses several factors to identify how many links are pointing at your site (or a competitor's site). Linkscape shows the links to a specific page and how many domains they are coming from. In addition to statistics about the number of sites linking to your page, and the total number of link, Linkscape's "mozRank" gives you an idea of the relative importance of your page and your domain compared to all others on the Web.	A free tool that eliminates a lot of manual work is SEOMoz's Open Site Explorer (OSE), as shown in Figure 13-8. OSE uses several factors to identify how many links are pointing at your site (or to a competitor's site). OSE shows the links to a specific page and how many domains they are coming from. In addition, OSE's “mozRank” gives you an idea of the relative importance of both your page and your domain compared to all others on the Web.	11/10/2011
3	p360	Replace the image for Figure 13-8 with the new one we provided, and replace the name “Linkscape” in the caption with “Open Site Explorer”	fixed	11/10/2011
3	p360	Several of the tools in the table perform these functions, but two that specialize in link quality analysis are OptiLink and SEOElite.	Several of the tools in the table perform these functions, but two that specialize in link quality analysis are Majestic SEO and SEOElite.	11/10/2011
3	p360	OptiLink can quickly fetch hundreds of links from the major search engines, analyzing them in several ways, including checking to see whether your targeted keywords appear in the link’s anchor text. As interesting as it might be to check your own links, it can be even more illuminating to see how your competitors are faring. Snap Electronics ran the report shown in Figure 13-9, and found that 82 percent of links to nikon.com used the word “nikon” and not one of them used the word “digital”—that’s not too many links for the keyword “digital camera.” This intelligence showed Snap how vulnerable Nikon was to a link campaign for “digital camera.”	Majestic SEO can quickly fetch hundreds of links from their database of over one trillion URLs, analyzing them in several ways, including checking to see whether your targeted keywords appear in the link's anchor text. As interesting as it might be to check your own links, it can be even more illuminating to see how your competitors are faring. Snap Electronics ran the report shown in Figure 13-9, and found that the majority of links to nikon.com used the word “nikon” and few links used the word “digital”—that's not too many links for the keyword “digital camera.” This intelligence showed Snap how vulnerable Nikon was to a link campaign for “digital camera.”	11/10/2011
3	p361	Replace Figure 13-9 with the new one we provided, and replace “OptiLink” in the caption with “Majestic SEO”	fixed	11/10/2011
3	p386	Although the top three paid placement engines (Google, Yahoo!, and Live Search) combine to deliver 97 percent of all paid placement clicks worldwide, some of the second-tier vendors have strengths, too. MIVA (www.miva.com) has a large European network, and is an excellent vehicle for reaching highly targeted niche audiences, as its ads are presently shown on CNET and some other popular sites. One growing vendor is ePilot (www.epilot.com), with over 300 search engines in its ad network. Each of these minor vendors drives far fewer clicks than Yahoo! and Google, but their per-click rates tend to be significantly cheaper, so they might be worthwhile for inclusion in your paid search mix.	Although the top three paid placement engines (Google, Yahoo!, and Bing) combine to deliver 97 percent of all paid placement clicks worldwide, some of the second-tier vendors have strengths, too. MIVA (www.miva.com) has a large European network, and is an excellent vehicle for reaching highly targeted niche audiences, as its ads are presently shown on CNET and some other popular sites. One growing vendor is ePilot (www.epilot.com), with over 300 search engines in its ad network. Each of these minor vendors drives far fewer clicks than Google, but their per-click rates tend to be significantly cheaper, so they might be worthwhile for inclusion in your paid search mix.	11/10/2011
3	p389	The caption of Figure 14-1 is formatted incorrectly. The caption is split across the picture, half above the picture and half below. It should be completely below the picture.	fixed	11/10/2011
3	p391	Contextual advertising programs work like any other paid placement program in which you pay for each person who clicks your ad—both Google and Yahoo! offer contextual advertising programs. Yahoo! and Google compete strenuously for the best information sites to display their ads.	Contextual advertising programs work like any other paid placement program in which you pay for each person who clicks your ad—Microsoft, Google, and Yahoo! each offer a contextual advertising program. They compete strenuously for the best information sites to display their ads.	11/10/2011
3	p393	In Table 14-1, change the row for “Microsoft Sites” from “Live Search Local” to “Bing Local”	fixed	11/10/2011
3	p394	Shoppers are responding. Visits to U.S. shopping search sites increased by half between 2006 and 2007 according to HitWise. To garner shopping search traffic, get to know the leaders shown in Table 14-2. Yahoo! Shopping looks like the leader, but Shopzilla controls both its own site and BizRate, vaulting past Yahoo! in market share. One of the most interesting players is Google Product Search (once known as Froogle), because you can provide a trusted feed containing all of your product data without incurring any per-click fees—at least as long as it remains in beta test.	Shoppers are responding. Hitwise reports that shopping search sites get almost 150,000 visits each month. To garner shopping search traffic, get to know the leaders shown in Table 14-2. Unlike the mainstream search market, where Google has the majority market share, there is no dominating shopping search engine. Two of the most interesting players are Google Product Search and TheFind, because neither charges marketers any per-click fees. Free search traffic is always a good thing.	11/10/2011
3	p395	Table 14-2  Top shopping search engines. There’s no Google-like dominator in the shopping search. U.S. Product Minimum Per-click Search Engine Market Share Submission Pricing Yahoo! Shopping shopping.yahoo.com 20% Crawl or trusted feed 15¢ to $1 BizRate www.bizrate.com 17% Crawl or trusted feed 15¢ and up Smarter www.smarter.com 15% Trusted feed 15¢ to $1 Shopzilla www.shopzilla.com 11% Crawl or trusted feed 15¢ and up NexTag www.nextag.com 6% Trusted feed 15¢ to $1 Source of market share: Hitwise (October 2007	Table 14-2  Top shopping search engines. There’s no Google-like dominator in the shopping search. U.S. Product Minimum Per-click Search Engine Market Share Submission Pricing Google Product Search 13% Trusted feed or API Free Yahoo! Shopping 13% Crawl or trusted feed 15¢ Shopzilla 10% Crawl or trusted feed 15¢ Pronto 9% Trusted feed 15¢ TheFind 8% Trusted feed Free Source of market share: Hitwise (August 2009)	11/10/2011
3	p409	They were pleasantly surprised that Google offered a shopping search facility, Google Product Search, that is free to merchants (as shown in Figure 14-4), but investigation found that it provided few sales, so it might be a waste of their time.	They were pleasantly surprised that Google offered a shopping search facility, Google Product Search, that is free to merchants (as shown in Figure 14-4), but Snap wanted more traffic, so it decided to go with another shopping search site also.	11/10/2011
3	p411	Figure 14-4  Free shopping search. Google Product Search (formerly called Froogle) is free for merchants, but draws little traffic.	Figure 14-4  Free shopping search. Google Product Search (formerly called Froogle) is free for merchants, as is TheFind.	11/10/2011
3	p411	Realizing that being free wasn't the most important thing, Snap decided to pass on Google and go with a bigger player, choosing Shopzilla.	Snap took a look at the other shopping search engines and decided to go with one of the bigger players, choosing Shopzilla.	11/10/2011
3	p414	MarketLeap (www.marketleap.com). MarketLeap, with its parent company Axiom Digital, is one of the leaders in organic search marketing and has the resources to handle any size campaign in paid search.	Acxiom Digital (www.acxiomdigital.com). Acxiom Digital is one of the leaders in organic search marketing and has the resources to handle any size campaign in paid search.	11/10/2011
3	p417	Table 14-4  Bid management tools. Many vendors provide software and services that help automate paid placement bidding and reporting for you. Tool Type Engines Bid Rules Price Atlas Search Service 14 CPA Custom Bid www.atlassolutions.com ROAS BidRank Software 231 Basic only $15 per month www.bidrank.com Marin Software Service CPA Percent of ad spend www.marin.com ROAS ROI PPC Bid Max Software 12 basic only $129+ www.keywordbidmaximizer.com Google Conversion Service 1 CPA Free Optimizer www.google.com KeywordMax www.keywordmax.com Service 13 CPA Custom PM ROI Bing Service 1 CPA Free advertising.microsoft.com PM ROI Search Ignite Service 28 CPA Custom www.searchignite.com PM ROI Yield Software Service 28 CPA Percent of ad spend www.yieldsoftware.com PM ROI Yahoo! Service 1 CPA Free searchmarketing. ROAS yahoo.com ROI 1 Yahoo! version is priced and packaged separately from version supporting all other search engines.	Table 14-4  Bid management tools. Many vendors provide software and services that help automate paid placement bidding and reporting for you. Tool Type Engines Bid Rules Price Atlas Search Service 14 Over Custom Bid www.atlassolutions.com 20 BidRank Software 14 Basic only $15 per month www.bidrank.com Bing Service 1 CPA Free advertising.microsoft.com PM ROI Google Conversion Service 1 CPA Free Optimizer www.google.com IgnitiionOne Service 28 CPA Custom www.ignitionone.com PM ROI Kenshoo Service CPA Percent of ad spend www.kenshoo.com ROAS ROI KeywordMax CPA www.keywordmax.com Service 13 PM Custom Profit ROAS Marin Software Service CPA Percent of ad spend www.marinsoftware.com ROAS ROI Yahoo! Service 1 CPA Free searchmarketing. ROAS yahoo.com ROI Yield Software Service 28 CPA Percent of ad spend www.yieldsoftware.com PM ROI	11/10/2011
3	p417-418	Gap surfing, bid jamming, dayparting, and automated bid rules are some of the most-requested functions for these tools, so we highlighted which tools offer them, even though gap surfing and bid jamming are used only with high bidder auctions.	delete rewrap from p418	11/10/2011
3	p419	Paid placement keyword planning requires four steps:	Paid placement keyword planning requires the following steps:	11/10/2011
3	p420	The caption for Figure 14-8. The caption is split across the top and bottom of the picture. The entire caption should be below the picture.	fixed	11/10/2011
3	p421	Google’s policy is looser, allowing competitive keyword buys while prohibiting use of trademarked names only in the ad text copy.	Google’s policy is looser, and it varies in different countries. In the U.S., Google allows competitive keyword buys, even allowing use of trademarked names on in the ad text copy.	11/10/2011
3	p421	So if you work for Sun Microsystems and you are annoyed about sharing your trademark with dozens of newspapers named “Sun,” you will just have to get over it. It’s their trademark, too.	So if you work for Delta Airlines and you are annoyed about sharing your trademark with Delta Faucets, you will just have to get over it.	11/10/2011
3	p422	Google, Live Search, and Yahoo! each recommend that you use ad groups to contain individual keywords and ads associated with them.	Google, Bing, and Yahoo! each recommend that you use ad groups to contain individual keywords and ads associated with them.	11/10/2011
3	p423-424	End of the page, new paragraph: Google recently added a new match type that allows you more flexibility than either phrase or broad match, called modified broad match. It combines the restrictions of phrase match with the expansion benefits of broad match. To use this match type, you simply add a plus symbol (+) directly in front of one or more words in a broad match phrase. Each word that is preceded by a + must appear in the user's search exactly or as a close variant. Close variants can include misspellings, singular/plural forms, abbreviations and acronyms, and word stems (such as floor and flooring).	fixed	11/10/2011
3	p424	Single words and acronyms are especially susceptible: • Dallas (the city or the TV show?) • Ivory (soap or some jewelry?) • MP3 (a download or a player?) • China (the country or a dinner setting?) • Ford (a car or a person’s name?)	Single words and acronyms are especially susceptible, such as Ford (a car or a person's name) or MP3 (a download or a player).	11/10/2011
3	p425	Regardless of what strategy you employ for match types, keep an eye on the search engines for changes to their match types—Yahoo! (then called Overture) completely revamped theirs as recently as 2004.	Regardless of what strategy you employ for match types, keep an eye on the search engines for changes to their match types.	11/10/2011
3	p442	To combat the problem, some new companies claim to help you detect click fraud, such as Click Defense (www.clickdefense.com), ClickDetective (www.clickdetective.com), and PPC Audit (www.whosclickingwho.com).	To combat the problem, some new companies claim to help you detect click fraud, such as Click Defense (www.clickdefense.com), AdWatcher (www.adwatcher.com), and PPC Audit (www.whosclickingwho.com).	11/10/2011
3	p453	It does not matter whether your tool is a Web program, a database application, or any other shared resource—whatever is easiest for you to implement. What does matter is how the tool works. To fit, p452 was adjusted.	It does not matter whether your tool is a Web program, a database application, or any other shared resource—whatever is easiest for you to implement. Many bid management tools identify duplicates in your paid campaigns. Bill's company, Back Azimuth (www.back-azimuth) offers a keyword management system that manages millions of keywords. What does matter is how the tool works.	11/10/2011
3	p462	Page 462: Remove the rest of the first paragraph, starting with “Every tool supports English…” and remove the paragraph that starts with “You should know that automatic…” This will provide the room to greatly expand Table 15-2 like so (with changes marked in red-remove any existing rows that do not appear here): Supported Search Engines Supported Languages Pricing Agent Web Ranking www.agentwebranking.com 228 European and Korean Business edition: $80 Professional edition: $88 Authority Labs www.authoritylabs.com Google and Bing European and Asian Basic edition: $24 Professional edition: $99 Enterprise edition $450 Digital Point Rank Checking Tool www.digitalpoint.com/tools/keywords Google and Bing European, Asiatic, and Arabic Free Google Webmaster Tools www.google.com/webmasters/ Google European, Asiatic, and Arabic Free gShiftLabs www.gshiftlabs.com Google, Bing, and Yahoo! European and Asian Basic edition: $99 Professional edition: $499 Ranking Manager www.websitemanagementtools.com 447 European Standard edition $80 Professional edition $190 Raven Tools www.raventools.com Google and Bing European and Asian Pro edition $99 Agency edition $249 SEOMoz www.seomoz.com Google and Bing European and Asian Pro edition $99 Pro Plus edition $199 Pro Elite edition $499 SEO Book Firefox Plugin tools.seobook.com Google and Bing European and Asian Free Trellian SEO Toolkit www.trellian.com 250 European, plus Arabic and Japanese $300 WebCEO www.webceo.com Google and Bing European and Asian Silver edition $49 Gold edition $149 WebPosition www.webposition.com 400+ European and Asian Standard edition $29 Premium edition $69	fixed	11/10/2011
3	p462			11/10/2011
3	p471	Table 15-9, Incremental revenue, July: $1,00,753	$1,009,753	11/10/2011
3	p488	After all, by the end of 2007, Internet users were watching 10 billion videos a month. Just think about how many images they must have seen!	After all, by early 2010, Internet users were watching one billion YouTube videos every day.	11/11/2011
3	p490	And lastly, remember that the content itself must be compelling. Your Web pages have always needed to be interesting to attract the links critical for high search rankings. These new content types are no different. Moreover, some experts believe that search engines are looking beyond links to other indicators of intriguing content. No one knows exactly what search engines consider in their ranking algorithms, but speculation abounds that relevance ranking for blogs is based partially on subscriber counts. Videos may get a boost based on how many times they’ve been viewed on YouTube or on the number of viewer comments posted. Expect search engines to continue to use whatever data is available to determine the popularity of each new kind of content; it’s not just inbound links anymore.	And lastly, remember that the content itself must be compelling. Your Web pages have always needed to be interesting to attract the links critical for high search rankings. These new content types are no different. The major search engines are on the record as saying that they are now using social media activity in their ranking algorithms. Videos get a boost based on how many times they've been viewed on YouTube or on the number of viewer comments posted. Both Google and Bing calculate the “social authority” of a user who is sharing links on social media. Expect search engines to continue to use whatever data is available to determine the popularity of each new kind of content; it's not just inbound links anymore.	11/11/2011
3	p493	EveryZing (www.everyzing.com) is a search engine that uses the BBN speech recognition technology to find the words inside the podcast audio.	RAMP (www.ramp.com) is a search engine that uses the BBN speech recognition technology to find the words inside the podcast audio.	11/11/2011
3	p501	Improved ranking. Tags can also be used to rank search results more accurately; you can think of each social bookmark as a “vote” for the value of that page on that subject. Philosophically, this approach is no different from ranking pages that have better links higher. Even today, some bookmarking services implement their tags as crawlable links. In addition, search engines employ usage information in ranking, too; Ask.com looks at the number of subscribers as a barometer of blog quality. The number of downloads or plays of multimedia content could serve a similar purpose.	RAMP (www.ramp.com) is a search engine that uses the BBN speech recognition technology to find the words inside the podcast audio.	11/11/2011
3	p504	Your answers will tell you how to think about each new technique. This entire book has been focused on attracting more visitors to come to your Web site, which is really important.	Your answers will tell you how to think about each new technique. Social media's impact on search is always changing, but at the time of this writing, links from Twitter and Facebook (along with the influence of the person posting) might have a significant impact on organic search. Google's recent release of Google+ and its “like button” (+1) will surely cause some changes as Google adopts social signals into the algorithms. As we have always recommended, there is no better way to determine the impact than evaluating the potential yourself. This entire book has been focused on attracting more visitors to come to your Web site, which is really important.	11/11/2011
3	p515	In 2006, 12 percent of all searches were conducted using search toolbars. While the Yahoo! and Google toolbars are the most popular, Bing and others also offer toolbars. We know that all users of the Firefox browser (www.mozilla.com/firefox)—nearly 20 percent of Web users—already have a search toolbar built in, and many Internet Explorer users do as well; version 7 has a built-in search toolbar and users of prior versions can download toolbars free. In short, many users already have a search toolbar, and nearly everyone will soon, giving them an omnipresent search capability.	Some estimates say that 50% of all searches using mobile phones use toolbars and the number might be similar for computer desktop searches. All the major search engines offer these toolbars, and every major browser offers built-in toolbars or allows searches from the URL address bar that can be set to the user's favorite search engine. In short, most users already have some kind of short-cut for search and they use them.	11/11/2011
3	p529	So, if the laptop buyer knows “Wireless G” better than “802.11g,” then you’ll know what to use.	So, if your laptop buyer knows “Wireless N” better than “802.11n,” then you'll know what to use.	11/11/2011
3	p536	You’re probably familiar with what Google calls its “OneBox,” where it offers quick answers to searcher queries, such as showing the weather forecast for “weather” (plus a zip code)—or showing the search engine’s own content, such as the stock price and a link to the engine’s finance site in response to a ticker symbol. Each search engine provides this kind of direct answer capability, where searchers don’t need to click through to a search marketer’s page—the search engine gives the answer itself.	Every search engine has started to offer quick answers to searcher queries, such as showing the weather forecast for “weather” (plus a zip code)—or showing the search engine’s own content, such as the stock price and a link to the engine’s finance site in response to a ticker symbol. Search engines have also begun showing the best content type for each search, such as a news story or a tweet for a recent news event. Each search engine provides this kind of direct answer capability, where searchers don’t need to click through to a search marketer’s page—the search engine gives the answer itself.	11/11/2011
3	p537	Both the beta user interface called Google Suggest (shown in Figure 18-2) and the Google toolbar offer suggestions as you type in your queries.	For several years, Google tested Google Suggest (shown in Figure 18-2) to offer suggestions as you type in your queries.	11/11/2011
3	p537	Figure 18-2  Google experiments with keyword assistance. Google Suggest tries to fill in the rest of the query as the searcher types the first few letters.	Figure 18-2  Google tips its hand. Years before Google Instant, Google Suggest tried to fill in the rest of the query as the searcher types in the first few letters.	11/11/2011
3	p537	If Google Suggest remains a beta offering or is withdrawn, it will not have any effect on search marketing. If Google Suggest passes muster, and is made part of the mainstream Google search engine, however, it might cause changes in searcher behavior. Would searchers use fewer misspellings? Would searchers start using longer queries, such as “digital camera reviews,” because they did not have to think up the words and type them in? Would the most popular queries get even more popular, with fewer variations in wording?	After several years of experimentation, Google completely revamped its main search user interface with Google Instant. Going beyond Google Suggest, Google Instant not only suggests the completion of the search keywords, but it actually runs the search, showing results on the page as searchers type. The jury is still out, but it is not a stretch to think that searcher behavior is affected by Google Instant. Are searchers using longer keyword phrases, such as “digital camera reviews,” because they can type just a few letters and then select that phrase? Are the most popular keywords becoming even more popular, with fewer variants on wording?	11/11/2011
3	p542	Google and other search engines are experimenting with using searchers' interests to flavor the search results-we'll see whether searchers disclose this information willingly or if it needs to be collected as a byproduct of their Web usage, as Amazon does.	The major search engines are experimenting with using searchers' interests to flavor the search results-Bing is going even further, personalizing search results based on searchers' Facebook friends' interests.	11/11/2011
3	p548	Mike Moran (www.mikemoran.com). Mike’s Web site offers insights into the latest trends, and his free Biznology newsletter and blog provide tips that you can use long after you have closed this book. You can also head for www.mikemoran.com/updates to see corrections and significant industry changes since this book was published.	Mike Moran (www.mikemoran.com). Mike's Web site offers insights into the latest trends, and his free Biznology newsletter and blog (www.biznology.com) provide tips that you can use long after you have closed this book.	11/11/2011
3	p549	$99 for a one-year subscription or $69 for a six-month subscription	Free	11/11/2011