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/// Posted by Alexandre Brabant on Sunday, August 01, 2010

Three Ways to Create a Better Performing Website (Using One Sneaky Tactic)

From: google.com

Posted by RobOusbey

Let’s start with a sneaky tactic.

I know that SEOmoz blog readers are an internet-savvy crowd, so many of you are probably familiar with the ‘browser history sniffing’ techniques that exist. (Bear with me, we’ll get to internet marketing advice in a moment.)

In case you’ve not come across the concept before, it’s probably best exemplified by the site Start Panic - just hit the ‘Let’s start!’ button to watch it trawl through your browser history, and start listing sites that even you forgot you’d visited.

StartPanic uses Javascript to do the dirty work, but it’s also possible to do this completely using CSS, and without Javascript. (There’s advice about implementing the technical side of this in a popular post by Niall Kennedy.)

I wanted to show how you can use this to help your website perform better - let’s begin with the least controversial, and work on from there

1 - Customize the User Experience

Niall’s post - linked above - suggests one very sensible use of this technique: offering your users links to the social sites they use, and hiding the ones they don’t. In this bottom of this live example page, you’ll see a ‘Digg It’ button if you’ve been to Digg, a ‘Share on Facebook’ button if you’ve been there, etc. By limiting the set of sharing buttons, you can remove that ‘social clutter’ that is prevalent on some sites - this doesn’t just give a cleaner page to the user, but may have a much higher ‘sharing’ rate for your page.

Customization can also be made is to the content of your site: use the browser history sniffing technique to see the kinds of blogs and news sites your visitors are reading, and then adjust your content based on the results. For example: I might consider writing a weekly post about PPC for the Distilled blog. We could check to see how many of the Distilled visitors had looked at PPC Hero, the AdWords blog, and the AdWords support pages. If the number was high enough, we might consider adding content to satisfy that niche.

Likewise, if you find that a high proportion of your readers visit KittenWar, then you might consider adding a little more ‘cute’ to your posts.

2 - Retarget Your Publicity

Traditional ad-network retargeting works in the following way:

a visitor comes to your site, and leaves without making a purchase
your advertising network drops a cookie onto that user’s computer
the user visits a different site which displays ads from that network
the network recognizes the user, and shows them an ad for your product
hopefully they’re reminded of you, and come back to the site to make a purchase.

However, this retargeting only works when you can cookie people once they’ve visited your site. I’d propose using this technique to alter the copy on your site, based on what the user has already seen about you elsewhere.

For example: check for new posts about your brand each morning (or can I assume you do this already?) If your company had three product reviews on blogs and news sites today, then record these URLs, and check to see if each visitor to your site has already read one of them. You could then display a prominent content box on the front page with information about the exact product they saw reviewed, and a link to your page for that product. You might even acknowledge they’d seen the review: “Initech wants to offer you a 10% discount, as a reader of The Daily Bugle”

You could use the same technique for Reputation Management. If a site has published a negative article about you, there’s a potential that people will come to your site to find out more. However, you may not want to simply have a message on your front page that reads “The Bluth Company has NOT committed treason - read more” - but you could choose display this headline only to people who’ve read about the story already.

3 - Find Your Competitors’ Customers

This is where you could really up-the-ante with your CRO efforts.

I recently saw a bank who offered $100 to people who closed their account at a competitor’s bank and switched over. This would be a perfect opportunity to sniff each visitor’s browser history, to see if you should promote this offer to them on your site. You can even avoid showing it to people who have been shopping around (and looking at every bank’s website homepage) by checking to see if they’ve visited the URLs for logging in and out of the competitor’s online banking to see if they’re actually a customer of that company.

For e-commerce sites, you could check to see if your visitor has visited your competitor’s site, but could also check if they’ve looked at the competitor’s product on Amazon or other retailers. Your product page could then include a comparison between the two products. That could increase conversions, but you’d avoid comparing your product to a competitor’s for anyone who’d never seen the competing product.

To Conclude

So, the practice of checking to see if a visitor has already been to particular pages might seem a little shady at first - but this part of the way that the web and web browsers are designed, and people can block their browser history if they’d prefer.

Executed in the right way, it could be a very powerful technique for creating high performing, high converting websites. Use it wisely.

(Thanks for reading; you can follow me on Twitter: @RobOusbey, and I’m pleased to be speaking alongside some of the best SEO practitioners around at this year’s Pro Training Seminar - tickets are still available.)

Do you like this post? Yes No

Read Original: http://feedproxy.google.com/~r/seomoz/~3/lADjWr4M5tI/create-a-better-performing-website-using-one-sneaky-tactic

Permalink /// Comments (0)

/// Posted by Alexandre Brabant on Sunday, August 01, 2010

Intolerance and xenophobia as a (short-term) marketing strategy

From: google.com

Possibly the oldest human worldview is fear of strangers. And right next to that is anger as a byproduct of fear.

If a candidate wants to gain attention and possibly votes, then, it makes short-term sense to stir up fear of strangers and turn it into anger. It might even work (once). But it makes it virtually impossible to govern. It’s a short-term strategy that eats itself, because sooner or later, everyone is a stranger, and fear is no foundation for work that matters.

It seems as though we’re entering a season in which it’s easy to ostracize or become righteously indignant over someone’s national origin, skin color, religion or sexual orientation.

If this is the best a politician can do to organize and lead, then we all lose.

Read Original: http://feedproxy.google.com/~r/typepad/sethsmainblog/~3/RJttRToQaP0/intolerance-and-xenophobia-as-a-shortterm-marketing-strategy.html

Permalink /// Comments (0)

/// Posted by Alexandre Brabant on Sunday, August 01, 2010

A soft spot for the Ask search engine

From: google.com

Ask is relaunched with a question and answer database.

Read Original: http://feedproxy.google.com/~r/pandia/vfbc/~3/56dsVtgx8r0/3059-a-soft-spot-for-the-ask-search-engine.html

Permalink /// Comments (0)

Page 26 of 26 pages « First < 24 25 26


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Rants eMarketing 101 News PPC 101 Education SEM Best Practices SEM Events SEM Glossary SEM Studies & Research SEM Whitepaper & Reports SEM & Usability Experiments SEM Local Events SEO Advices for Beginners SEO Planning for Beginners SEMPO Canada Updates SEO Tools SEO Ranking Factors Sports (Francophone) Spectacular SEM Results Vacation Vision & Future Trends ROI & Results Web Analytics Web Copywriting Web Strategy Partners White Hat SEO Techniques • Category Archives Out of my Gord - By Gord Hotchkiss GrokDotCom - By Brian Eisenberg Link Building Best Practices Blog Search Engine Watch SEM Hints: Search Engine Marketing Hints, Tips & Tools For Online Businesses Search Engine Land - by Danny Sullivan Virtual Marketing Blog: Internet Marketing News, Reviews and Insights Search Insider SEMPO Global Search Marketing Blog ClickZ Online Marketing News Pandia Search Engine News Search Marketing Expo News SEMPO Canada Search Marketing Blog SiteProNews SEO Blog • Complete Blog List Main RSS feed Jobs feed /// Posted by Alexandre Brabant on Sunday, August 01, 2010 Three Ways to Create a Better Performing Website (Using One Sneaky Tactic) From: google.com Posted by RobOusbey Let’s start with a sneaky tactic. I know that SEOmoz blog readers are an internet-savvy crowd, so many of you are probably familiar with the ‘browser history sniffing’ techniques that exist. (Bear with me, we’ll get to internet marketing advice in a moment.) In case you’ve not come across the concept before, it’s probably best exemplified by the site Start Panic - just hit the ‘Let’s start!’ button to watch it trawl through your browser history, and start listing sites that even you forgot you’d visited. StartPanic uses Javascript to do the dirty work, but it’s also possible to do this completely using CSS, and without Javascript. (There’s advice about implementing the technical side of this in a popular post by Niall Kennedy.) I wanted to show how you can use this to help your website perform better - let’s begin with the least controversial, and work on from there 1 - Customize the User Experience Niall’s post - linked above - suggests one very sensible use of this technique: offering your users links to the social sites they use, and hiding the ones they don’t. In this bottom of this live example page, you’ll see a ‘Digg It’ button if you’ve been to Digg, a ‘Share on Facebook’ button if you’ve been there, etc. By limiting the set of sharing buttons, you can remove that ‘social clutter’ that is prevalent on some sites - this doesn’t just give a cleaner page to the user, but may have a much higher ‘sharing’ rate for your page. Customization can also be made is to the content of your site: use the browser history sniffing technique to see the kinds of blogs and news sites your visitors are reading, and then adjust your content based on the results. For example: I might consider writing a weekly post about PPC for the Distilled blog. We could check to see how many of the Distilled visitors had looked at PPC Hero, the AdWords blog, and the AdWords support pages. If the number was high enough, we might consider adding content to satisfy that niche. Likewise, if you find that a high proportion of your readers visit KittenWar, then you might consider adding a little more ‘cute’ to your posts. 2 - Retarget Your Publicity Traditional ad-network retargeting works in the following way: a visitor comes to your site, and leaves without making a purchase your advertising network drops a cookie onto that user’s computer the user visits a different site which displays ads from that network the network recognizes the user, and shows them an ad for your product hopefully they’re reminded of you, and come back to the site to make a purchase. However, this retargeting only works when you can cookie people once they’ve visited your site. I’d propose using this technique to alter the copy on your site, based on what the user has already seen about you elsewhere. For example: check for new posts about your brand each morning (or can I assume you do this already?) If your company had three product reviews on blogs and news sites today, then record these URLs, and check to see if each visitor to your site has already read one of them. You could then display a prominent content box on the front page with information about the exact product they saw reviewed, and a link to your page for that product. You might even acknowledge they’d seen the review: “Initech wants to offer you a 10% discount, as a reader of The Daily Bugle” You could use the same technique for Reputation Management. If a site has published a negative article about you, there’s a potential that people will come to your site to find out more. However, you may not want to simply have a message on your front page that reads “The Bluth Company has NOT committed treason - read more” - but you could choose display this headline only to people who’ve read about the story already. 3 - Find Your Competitors’ Customers This is where you could really up-the-ante with your CRO efforts. I recently saw a bank who offered $100 to people who closed their account at a competitor’s bank and switched over. This would be a perfect opportunity to sniff each visitor’s browser history, to see if you should promote this offer to them on your site. You can even avoid showing it to people who have been shopping around (and looking at every bank’s website homepage) by checking to see if they’ve visited the URLs for logging in and out of the competitor’s online banking to see if they’re actually a customer of that company. For e-commerce sites, you could check to see if your visitor has visited your competitor’s site, but could also check if they’ve looked at the competitor’s product on Amazon or other retailers. Your product page could then include a comparison between the two products. That could increase conversions, but you’d avoid comparing your product to a competitor’s for anyone who’d never seen the competing product. To Conclude So, the practice of checking to see if a visitor has already been to particular pages might seem a little shady at first - but this part of the way that the web and web browsers are designed, and people can block their browser history if they’d prefer. Executed in the right way, it could be a very powerful technique for creating high performing, high converting websites. Use it wisely. (Thanks for reading; you can follow me on Twitter: @RobOusbey, and I’m pleased to be speaking alongside some of the best SEO practitioners around at this year’s Pro Training Seminar - tickets are still available.) Do you like this post? Yes No Read Original: http://feedproxy.google.com/~r/seomoz/~3/lADjWr4M5tI/create-a-better-performing-website-using-one-sneaky-tactic Permalink /// Comments (0) /// Posted by Alexandre Brabant on Sunday, August 01, 2010 Intolerance and xenophobia as a (short-term) marketing strategy From: google.com Possibly the oldest human worldview is fear of strangers. And right next to that is anger as a byproduct of fear. If a candidate wants to gain attention and possibly votes, then, it makes short-term sense to stir up fear of strangers and turn it into anger. It might even work (once). But it makes it virtually impossible to govern. It’s a short-term strategy that eats itself, because sooner or later, everyone is a stranger, and fear is no foundation for work that matters. It seems as though we’re entering a season in which it’s easy to ostracize or become righteously indignant over someone’s national origin, skin color, religion or sexual orientation. If this is the best a politician can do to organize and lead, then we all lose. Read Original: http://feedproxy.google.com/~r/typepad/sethsmainblog/~3/RJttRToQaP0/intolerance-and-xenophobia-as-a-shortterm-marketing-strategy.html Permalink /// Comments (0) /// Posted by Alexandre Brabant on Sunday, August 01, 2010 A soft spot for the Ask search engine From: google.com Ask is relaunched with a question and answer database. Read Original: http://feedproxy.google.com/~r/pandia/vfbc/~3/56dsVtgx8r0/3059-a-soft-spot-for-the-ask-search-engine.html Permalink /// Comments (0) Page 26 of 26 pages « First < 24 25 26 Copyright 2007-2012 Alexandre Brabant /// 778-371-9988 /// #104-2181 West 38th Avenue Vancouver (BC) V6M 1R8 Design by Hop Studios