4 Maneras en las que la industria de las búsquedas podrían dominar el mundo.

publicidad en google /// publicidad en facebook // publicidad en linkedin // salir en google 

Posted 17 November 2011 11:37am by Andrew Girdwood en el blog de econsultancy.

 

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SEO has changed beyond recognition over the last ten years. At one point SEO was an obscure hobby for geeks chatting to one another over Usenet. Then it became a cottage industry. Then SEO became a career prospect.
Now it’s a huge industry that commands the attention of CMOs and CEOs of multi-national companies.
SEO could grow even larger. Here are four ways in which the SEO industry could rule the world. However, before we dive deep into SEO hubris, we should also highlight Four ways the SEO industry could kill itself.

1) SEO is your digital strategy

Modern SEO looks very different from the ancient SEO of six years ago. The industry has moved on from problems like “Can the search spider reach this page?” and to challenges like “Why would anyone talk about that product?”.
That’s a question that needs to be asked if any product page is to attract links, social mentions and the other quality signals search engines look at. Bing considers behavioural analysis to be their most important ranking factor and so the SEO engaged in this web build project will also be offering usability advice and conversion optimisation.
The same SEO strategy will be looking at the communities of interest around the brand, product or message and working out engagement and outreach strategies.
In essence once a brand has made the decision to have a website it is the SEO team who figures out what to do about it and who will care; pulling together all the reasons why the site will be significant (and visible in search) rather than an also-run (and lost in search). They will be the new strategy department. The creative and content production teams, the biddable media and performance teams, technology team and social CRM team are important elements in that plan.
At least, that’s how it could be, if SEO specialists can retain their traditional expertise while broadening their skill base enough to rise to the challenge.

2) HTML 5

There are plenty of sites compatible with HTML 5 already; some basic and function and some very impressive. HTML 5, however, is still waiting for its official release. It is still in development and it may change.
This means we are yet to see the launch day for HTML 5. That’s the same day that HTML 4 becomes dated. When that day happens millions of expensive, corporate, social, ecommerce and transactional web sites around the web will start to date. The pressure to launch a new, shiny and HTML 5 website will increase with every day.
All those millions of websites will need SEO. It may not be a flood of work for SEO expert but it will be a period of feasting. The last few years have banged home the lesson – when you build a website, you build it with your SEO experts and you never ever drop them in at the last minute.
We have already seen the ripples of work created by the early but significant HTML 5 announcements. Abode, for example, have ceded the debate and will no longer look to bring Flash to mobiles in favour of HTML 5.

3) Mobile Adoption

The growth in smartphones and tablets will also carry SEO upwards. As more people use more devices to engage with content then the competition for content discovery will intensify. This means more SEO.
Brands may go to a web build specialist for their web site and might go to a mobile build specialist for their mobile site. They might even go to a third agency for the app creation necessary to support a social media campaign. These brands are unlikely to appoint three different SEO agencies to promote the web site, the mobile site and the app.
This does not mean three times the work for SEO experts but it does mean more SEO work for agencies who can deliver it. Even if brands can find agencies who can build all those media assets (web, mobile, app) who can also deliver the SEO work it still means more SEO work to do.
It also means that SEO thought leadership is present at the development of the web site, the mobile site and the app. After all, Google includes apps in its web results and app marketplace optimisation is already booming.
Just as brands have learnt the importance of getting SEO expertise in on day #1 of a web build project we will see brands accepting the importance of getting SEO expertise in on day #1 of a mobile project.
What’s more; Google has already issued guidelines for optimising websites for TV. The connected world is a rosy world for the SEO.

4) Showing the value & Social CRM

SEO funds many projects. In particular, many social media projects are justified because they can positively impact search campaigns – even PPC campaigns thanks to the +1 button. This connection will grow as search success measurements become more social in nature. For example, the impact of earning citations below your search results is having on your average CTR.
As more customers take to social networks to discuss their brand experiences the importance of social CRM will also increase. It was last year that Google said being bad to your customers is bad for business. Your search results can be harmed by negative sentiment online.
Brands and agencies with joined up teams will be best placed to cope with this. These will be those teams that can use search and social monitoring to identify negative comments and then have the social CRM capabilities to address them. Success for the social CRM team looks turns an unhappy customer into a happy(ier) one. Success for the SEO team, or the blended team, looks like robust or improving search results.
With this in mind, SEO is positioned to be the budget gatekeeper on a range of business critical projects and that’s an enviable position to be in.

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Google Quita Los Anuncios De La Derecha: La Opinión de Los Expertos

According to Google's blog post, moving the ads to the bottom means they 'fit better into the user's flow', and that this new placement improved average CTR.
I've been asking PPC professionals about what these changes mean...

Examples

The examples I've seen so far of this new ad placement are for searches with a possible local intent, such as 'pizza', 'takeaway' and 'cinema':

The ads seem to be making way for maps on the right of the page, showing local business locations:

How will this move affect PPC strategies?

Elroy Condor, PPC Strategy Director at Stickyeyes:
It is likely that this move will force advertisers to increase CPCs to ensure they are consistently appearing in the top positions. Advertisers who have traditionally positioned keywords according to performance will suffer the biggest losses through this change.
Advertisers that have historically run a domination strategy will see CPCs increase as competitors raise bids in an effort to retain click volume from PPC traffic. This will result in budgets needing to be increased in order to maintain current market share.
Matt Whelan, PPC Director at Guava:
The main impact will be on the number of visible advertisers. Dropping all but three ads below the fold is going to lead to less “real” ad impressions (by which I mean impressions that are actually seen by the user, many users never get to ads below the fold). Not having the top three or four sidebar ad positions may well lead to a rush to secure the top ads and get some real visibility, which will of course increase CPCs.
That said the side ad positions had become increasingly unattractive to users. Google’s increasing number of changes to the top ad formats to make them look more like natural results (extended headlines, adding the domain after a pipe, removing display URL capitalisation, changing the colour of the ad box, etc) have only increased the difference in CTR between top and side (and Google gave us visibility of this within Adwords to emphasise it).
Therefore I don’t think there will be too much negative impact for those advertisers in positions four and five. However the big change will be for positions seven downwards, as I’m yet to see a top and bottom ad landscape with more than six ads, meaning that those advertisers who saw value in aiming for bottom-of-first-page positions will have to change their strategy, increase their bids to top six, and this will of course inflate the landscape cost as a whole.
Shaad Hamid, PPC Executive at SEOptimise:
I think the emphasis should always be on relevance over price. I think this would drive online marketers to improve their overall campaign quality since making sure you appear above the fold becomes extremely important.
I wouldn't imagine most marketers bumping up bids in order to stay above the fold initially, although, there is the fear that if inexperienced marketers do resort to this tactic (simply increasing bids), then we may see an increase in cost per clicks.
It certainly will be interesting to see if cost per clicks do increase in the coming days, but my initial instinct is to trim the fat in all campaigns so that the "user experience" is enhanced. Hopefully sticking to this mantra should keep online marketers in good stead.

Why is Google doing this?

Elroy Condor:
Whilst I am tempted go with the standard answer of increasing Google’s revenue I’m not so sure that this will be the end result. When this change is implemented Google stands to lose revenue from at least five advertisers (assuming three ads are displayed at both the top and bottom of the page) currently appearing down the side.
Google is, however, a huge fan of testing, and it is likely that it's trying to strike the best balance between usefulness for the consumer and most commercial return for themselves (as most businesses should).
Also, with the rise of Mobile & Tablet platforms it is likely that Google is standardising the interface to ensure the user experience is consistent across all platforms.
Matt Whelan:
Google has recently been placing other content in the side bar, maps for local results are the example most people will have seen. As they increasingly verticalise and personalise the search results page, Google will be looking to place additional content in the side, which covers their traditional ad placements. One recent example is the “sources” module. So Google needed to move the ads in order to showcase new content like this.
As to whether they monetise that content in the future, who knows, but it would be very easy to use this space for many of the comparison-based projects Google are working on (eg comparison ads, hotel finder, flight search, etc). If so Google is being very smart and making changes that will probably be perceived as positive by most users, whilst increasing the percentage of the page from which it is able to generate revenue.
Shaad Hamid:
Google claims that this would improve the "user experience" and also their experiments have shown that ads serving below the fold had a better click through rate than those served on the right hand side of the page.
However, I also think that Google may want to utilise the space on the right hand side to serve other features like "Google maps" or "sources" which is exciting. It's also interesting that this is introduced at a time when Bing, Yahoo! and AOL have formed an alliance, I don't think that this a coincidence.

Will PPC ads at the foot of the page perform better than right hand side ads?

Elroy Condor:
I severely doubt this. Between the top and the bottom of the SERP’s there are a wealth of organic search results all vying for (and in a better position to receive) the users clicks than the PPC ads at the bottom of the page.
This being the case I would be very surprised to see CTRs at the bottom of the page outperform those of the right hand side ads.
Matt Whelan:
I don’t think they’ll perform any worse. Its extremely difficult for us to test, as Google isn’t giving us side vs bottom data, but the fact of the matter is that Google wouldn’t make a change that will negatively impact its revenue. My personal opinion is that Google wouldn’t gamble on this.
Google tests new layouts and their impact on ad revenue before they are deployed, any long term impact from more aggressive bidding would have been untestable prior to the announcement, so there must have been good case for bottom ad performance at least matching side ad performance for them to warrant rolling it out.
Don’t forget Google has said that “on average [bottom ads] performed better than side ads in terms of CTR and i’m not entirely sure why so many people seem to think they would lie about this.
Shaad Hamid:
To be honest, I'd say yes. If someone has actually taken the time to scroll to the bottom of a page, chances are they haven't been convinced by any of the organic search results and haven't found what they are actually looking for.
In this instance, if ads are appealing and relevant chances are that users would click on it.

Publicidad en Google: 5 grandes ejemplos de cómo insertar buenos textos en una página web.

Five great examples of product page copywriting

Posted on econsultancy 10 November 2011 12:54pm by Graham Charlton 

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While product page design has improved in the past few years, an often neglected area is sales copy. 
A common mistake is to simply place the manufacturer’s product descriptions on pages. While this approach is easier, a more personal touch and unique tone of voice can help your product pages stand out and really sell the benefits of products.
I'm going to explain why good sales copy is so important, and look at some examples where retailers are getting this spot on...

Why product page copy matters

SEO benefits
When many of your competitors are using the same manufacturer's product descriptions, there is a real opportunity to strand out in search results pages, since your description will be unique.
Customised product descriptions also allow you to provide more text and keywords for search engines to index.
Conversions
OK, if you're selling photocopier paper, this is tricky to do, but just the sense that a real human being is writing product descriptions can set them apart.

What are the ingredients of great product page copy? 

There is no hard and fast rule here and, as you will see from the examples, good sales copy can take many different forms.
Uniqueness
Product descriptions should be unique to that website. Customers will appreciate that the page has been written specifically for this product, while there are the SEO benefits mentioned earlier.
Convey knowledge of the product
If the customer reading the description can get the sense that the copywriter knows the product well and has used it, then this makes the copy more trustworthy.
Don't stuff it full of keywords
Of course, retailers want to make sure their target keywords are in product descriptions for the search engines, but if it becomes too obvious to the visitor, it's a real turn-off.
A good copywriter should be able to get the target keywords in without overdoing it.
Formatting
Product sales copy should be easily readable. Customers don't need huge swathes of text, as this makes information hard to scan and digest.
Use of short paragraphs, bold text, bullet points, images etc can help to make copy more visually appealing.
Some product pages have to convey a lot of technical information about products, such as tech specifications for laptops. By putting this information into a table, Comet makes it easier for customers:

Express key benefits of products
Good sales copy needs to be persuasive, and should convey the benefits of products, what it will do for them, how it will improve the customer's life, and so on.
The higher the price, the harder you have to work on the copy
If you're selling packs of pens or printer paper, then a basic description of the product should suffice, but if you're selling big-ticket items, then the copywriter will need to work harder.
If it's a luxury item, then the sales copy should reflect that. See the J Peterman example below.
Tone of voice
The examples below all show a friendly and natural tone of voice. According to Alice Little, Content and Community Editor at Lovehoney, this is all important:

We try to write in a friendly, natural way that gives first time customers the confidence to try our products and reassures our more experienced purchasers that we have the knowledge and expertise they're looking for.
We always aim to make it easy for the customer to see themselves using the product and feeling the benefit. We also give hints and tips in a product description to make the customer feel excited about using the product before it's even arrived.

Here are five of the best... 

Appliances Online
I've chosen this example, as it highlights how improving sales copy can immediately improve conversion rates.
The retailer uses creative copywriters to produce unique product descriptions, which sell the key benefits of products in a more human tone.

It has worked too. The new sales copy was introduced along with other product page improvements, which increased sales by 9.5%.
The J Peterman Company
The sales copy on this website is inspired, and totally unique.

Patagonia
Patagonia uses a friendly tone, but still conveys the benefits of its products, and uses bullet points to outline the key features.

Lovehoney
There aren't many examples that are SFW on the site, but here's one, an example of the natural tone that Alice referred to above.

Firebox

The product page copy on Firebox matches the brand perfectly, as well as really selling the benefits of products, in the case the Magic Wand TV remote.