Tag: Google Search

Just posted this last week on the Google AdWords blog was a note that AdWords will now show, in the campaign view, separate activity from the Search Partner network. You can read the full article and see a screen shot at the AdWords blog.

For many client accounts we do not enable Search Partners but now we have metrics that will help accounts to decide if this is a good or bad option for them. Previously any Search Partner activity was recorded in the Search activity.

Just what exactly is the Search Partner network and what does it consist of? Well according to Google, they hang the big carrot over your head encouraging you to be in the Search Partner network. Some people even think erroneously that the Search Partner network is Google.com.  Here’s what Google says about the Search Partner network:

Search partners include AOL, Ask.com, and many other search sites around the web.

What Google does not spell out here but any Googler at the customer service phone number will clarify for you is that any site, yes ANY site – even including Joe Plumber’s website, that has a Google search bar is included as a Google Search partner. Some good ones are Adobe.com, AOL.com, ASK.com, but also sites like AskDaveTaylor, Business.com, and others small and large. In fact if I used a Google Search box on my website, I would be considered a Search Partner.

Improving the transparency of activity from Google Search Partners is a very good thing as enabling your ads to be shown in the Search Partner network can be a big budget sapper and render some of your clicks to be of questionable quality. Now you will have a tool to help you decide if showing ads in the Search Partner network is good for you.

I have heard this more than once from clients – they have stopped or cut way back their Yellow Page advertising to fund focusing on web advertising or web placement.

When I managed a paint and wallpaper store years ago, it was not uncommon for us to spend over $5,000 each month for Yellow Page advertising. If you weren’t there (in the Yellow Pages), customers just did not find you. The $5,000 we spent (on Yellow Page advertising) was probably even on the low side. The web has changed all that. Now, the mantra is if you’re not on Google, customers just do not find you. Well, they can find you with sponsored search, but that in itself has truly changed how many firms choose to promote their businesses.

In fact, I was just searching for information and professional services today, and when I did use the yellow pages online, the results were so lame that I went back to Google for more research and review. I did find resources via the pay per click ads, but I started with the organic results rapidly scanning the descriptions for my top phrases, then used search and find to find my phrase in the actual document. Did I pick up the Yellow Page book from my cabinet – NO I was totally online.

I am just one of thousands of searchers using the same techniques. So, is it still viable and beneficial to advertise in the local Yellow Pages. I think that it depends on what you are providing and selling.

I look for beauty salons in the Yellow Page print version and not on the web as I want just local results. When local search results get better on all the search engines, I may fore go the print Yellow Pages all together. How about you? When do you use the print Yellow Page and when do you use online searching?

I think you will find yourself to be like me, for search and to find out of area resources I use Google.com. For local businesses, like hair salons, I like to see the print ads  in the print Yellow Pages and gravitate to the larger ones, bypassing the small ads. I typically do not search the local online search engines for purely local business results. As local search results get better this is sure to change which will nail the coffin lid on the Yellow Pages for sure.

I follow a number of blogs and newsletters focused on search engine optimization techniques. It continues to amaze me when supposed experts talk about link programs and their value in getting placement on Google. If they had read Google’s patent disclosure from last year they would know that they need to be rethinking link campaigns.

Right now I am watching a client and analyzing the techniques that we are using for organic improvement on Google. The days of using link software are gone, as Google will ding you for linking to poor quality sites. In fact before you link to anyone, you should evaluate their site for how it works with your content, their pagerank, and the actual placement of your link. Getting a link for the sake of just a link is actually now a very bad strategy to take when you are focused on Google placement.

We know that linking from blogs doesn’t work anymore as all the main platforms now insert a no follow tag in the link, some forums still have a follow property in their links, and so some forums can still be good for you to post and link back to your website and blog, but not all.

We are also evaluating feature article writing as a way to get quality inbound links, and so far have found that although this tactic generates an abundance of links, but that Google is smart enough to net them out when determining organic ranking. There is some buzz in the marketplace that  it may take 90 days for Google to add the links to the site’s organic ranking, but to me from what I have seen so far this sounds like an apology for non-performance. I am watching two situations very carefully using feature articles for link generation and as soon as I can ascertain if this is a workable strategy I’ll let you know.

In the meantime, be very suspicious of webmasters and SEO firms that try to rope you in with link building programs, you may be paying for a strategy that Google has devalued.