Online Marketing Blog

Insight from the insiders.

Our Analytics, SEO, Social Media and SEM Blogs provide an informal platform for us to share our insights on the digital media industry. Practically every member of the MoreVisibility team contributes to one or more of our blogs with their real-time, in the trenches strategies and observations. Our goal is to provide you with up-to-date information and trusted industry opinions on what's happening in search and beyond. To stay up to date on our blog, subscribe to our feed.

March 6 2007

When and why to use 301 or 302 redirects

by MoreVisibility

I’m often asked about the differences between the 301 and 302 redirect and how they affect the way search engines see a site. Another popular question is why it even matters which one is used, since from a user’s perspective everything looks fine with both types of redirects

Well, even though things might look fine on the users end, these redirects can cause a great deal of trouble if not employed correctly. These two redirects have two different uses and should be applied accordingly.

Just remember a 301 redirect is a “Permanent Redirect” which transfers over the page rank and other historical search engine data. The 302 redirect is a “Temporary Redirect” which does not transfer over this information and should only be used in very limited situations.

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March 5 2007

Yahoo’s Keyword Matching System

by MoreVisibility

Yahoo’s new advertising platform, Panama, offers advertisers and online marketers many new features to increase a campaign’s effectiveness.

When it comes to developing a strong Search Engine Marketing (SEM) campaign, advertisers are faced with various decisions. The following is an example of a question advertisers face in the development of ad copy for a campaign:
Does the choice to use a specific matching type on my keywords make a difference in paid search?

The answer is yes. The keyword matching you choose plays an important role in serving ads. Keyword matching is a tactic advertisers can place on individual keywords inside a specific ad group. Keyword matching is prevalent throughout the many search engines’ advertising platforms available today. For example, advertisers can use keyword matching from inside Google’s Adwords advertising program. The keyword matching options available are broad match, Google’s default setting, phrase, exact and negative keywords.

Similar to Google Adwords, individuals who advertise on Yahoo can also utilize a keyword matching system. Yahoo has developed a highly intuitive ad placement system to aid in positioning ads properly for distribution in the Yahoo content and sponsored networks. Yahoo’s default setting is an advanced match, which is a combination of phrase and broad matches.

In the past, Yahoo sponsored ads were delivered only on a bid-to-position system. However, the new system now incorporates relevancy as a key factor when serving ads. Paying the highest maximum bid for a specific keyword may not help an individual gain the top position when ads are displayed.

It is important for Yahoo’s customers to choose wisely when building their campaigns. From within a search engine’s interface, advertisers can easily switch between keyword matching options. The key to developing an effective campaign is to create a specific keyword list and to alternate or mix match types to cover a breadth of search engine result pages (SERP).

March 5 2007

Steps For Increasing The Success Of Your Blog

by MoreVisibility

Within the past couple of years there has been a surge in the amount of blogs surfacing throughout the net. As I go through many of these blogs I see trends of strategies which work well and areas which must be looked into to avoid potential issues. This article will guide you in the right direction for initiating and marketing your blog successfully.

Choosing the right software
Choosing the correct blogging software can mean the success or failure of your blog. Using software such as: word press and blogger gives you the ability to customize the blog to fit your needs. This will allow you the freedom to add and remove functionally you wish and to style it to match your main website.

Hosting your blog on the domain
To maximize the effect of your blog the best case scenario would be to host it on your domain. Two major reasons come to mind for why the blog should be hosted on your domain and nowhere else.

1. Branding experience — By placing the blog within the main domain, you’re adding to the branding experience of your company. When the user sees that they have left the current domain and travels to another URL (even if the look and feel stays the same) they tend to feel as if its not a part of the main site.
2. Inbound Linking — The idea behind the blog is to write compelling content which would potentially be of use to someone. If a viewer of the post you have written decides to link back to your post because he or she felt it was credible enough, that would classify as an inbound link to your page. If the blog was hosted on another domain and not your own, the credit for the inbound link wouldn’t be given to your main domain, but the domain the blog was hosted on.

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