Request a Quotation
 

It was Christmas yesterday for the SEO community as Incisive Media announced that an arrangement with Danny Sullivan was announced to continue arranging the Search Engine Strategies Conferences through 2007. At this time there is no indication that Danny is going to continue his role as Chief Editor of Search Engine Watch. In fact according to his personal blog it appears that he is going to continue writing his informative search engine articles privately.

Congratulations Danny! We are happy to see you back with SES, it would not have been remotely the same without you I am sure.

I hope all of you experienced an excellent weekend full of family, and friends, swirled in the aroma of oven-baked turkey! I had a wonderful holiday weekend with my fiancee, my family, and hers; I ate and drank far too much and I am certain I set my workout routine a few paces back :-)

In any case, I just wanted to wish you all a great short week full of profit and fun. Now it is time for me to get back to work and get our blog caught up with the times – among many other things.

All the best.

Gravatar
Wednesday, September 27th, 2006

Happy Birthday Google!


Well you turned 8 years old today you playful little devil. You have been a temperamental child at times and lord knows you don’t follow orders very well but at least you get straight A’s for knowledge.

Cheers from the Staff at StepForth Search Engine Placement!

This holiday season Google has announced a search engine update geared towards a bolder integration of Google Base data.

At the latest Professional Ebay Sellers Alliance Summit (PESA) Google stated that they would provide a ‘refine your search’ option to those obviously searching for products using Google.com. The search box would appear after a product search was entered at which point, should a user use the refined search option, Google Base data would be provided. Read more…

Gravatar
Thursday, May 25th, 2006

Congratulations Barry and Yisha

Noted search journalist Barry Schwartz (aka: rustybrick) is getting married on Sunday to his financee of eight months, Yisha Tversky.

Barry issued the first known marriage proposal via search engine when the folks at Ask Jeeves (now Ask.com) helped him pop the question by placing his proposal page at the top of search results for a keyword phrase he knew Yisha would be searching for (her name).

Yisha, who is about to marry one of the nicest guys in the industry, immediately said yes and hopeless romantics through-out the industry (like us here at StepForth) smiled and wiped stray tears from our eyes when Barry shared the news.

Due to Barry’s notoriety, the search industry paparazzi are rumored to be planning a stakeout of the wedding. Watch for photos to be published on Flickr sometime next week, or perhaps on the site, Yisha & Barry.com.

Congratulations Barry and Yisha. Best wishes from your friends (and readers) at StepForth Placement.

Having failed miserably to come up with a funny but obvious April Fool’s Day prank to post to the StepForth Blog today, we decided to err towards the informative.

Today’s edition of Wired News opens with the 10 Best Internet Spoofs, as selected by Drew Curtis of Fark.com.

Happy April Fool’s Day friends.

Gravatar
Wednesday, January 4th, 2006

State of Search Marketing 2006

Happy New Year everyone! After a two-week slowdown, the North American business world is gearing up to its general terminal velocity. In the high-tech environment we work in, terminal velocity often appears to approach the speed of light. Being human beings however, we are not capable of moving as fast as light. Our working environment moves or changes faster than we can possibly keep up with. Read more…

It is twenty days shy of Christmas and Bill Stroll, our sales and marketing manager just spent ten minutes on the phone talking about Valentines Day. It’s not really a strange subject to come up in conversation at this time of the year. Valentines Day is the next major commercial marketing event. The nature of search marketing leads us to plan months into the future as seasonal and event specific content needs to be developed, posted, spidered in order to achieve eventual top10 placements.

As recently as three years ago, we would caution clients to expect a three to sixteen week turn-around time between posting optimized content and positive results. For some, that would mean the development of commercial content for Valentines Day might begin in late October and early November in order to have it ready for a post-Christmas shift in target audience. Now, content posted to established (long-term) websites on a Monday could appear in the Top10 before the following Friday, sometimes hours after it was posted.

That doesn’t necessarily mean that content creators and webmasters targeting a mid-February audience should wait until the end of January or early February to begin to develop Valentine’s related content though. As the years have gone on, a lot more information gets added to the web and much of that information is more professional, better written and far better optimized for search placement. For smaller businesses, this can mean long hours of writing, researching and designing in order to have a series of seasonal pages ready for posting in order to compete with larger websites.

Successful marketing is a process of long-term planning and execution of those plans in an ordered campaign. When designing a sales-orientated website, planning for annual special events is a good way to capture interest and increase sales. Search engine users are fairly predictable. Being the general public, they are interested in whatever is interesting at any given time. As search marketers, we know when search traffic will spike for specific holidays and events with a far greater degree of accuracy than the television and print media can offer.

Search marketers also know that seasonally topical information can be posted at any time of the year. Think of the search engines as a reference guide to a massive filing cabinet. There might be files about any number of subjects amongst the vast amount of information stored in that cabinet but its specific items are only accessed when needed. A Top10 placement can be achieved for products or services relating to Valentine’s Day in September and remain in place months after February 14th, provided the page is actively updated and not left static and stagnant.

Long term content is often much easier to get placements for than new content is. Documents that exist for longer periods of time tend to have more incoming links and are viewed as more “trusted” by search engines. As mentioned above, that content should change from time to time as a static page is not seen as favorably as an active one.

In previous years, search engines tended to put more emphasis on the Home, or index page of a website. That would necessitate seasonally topical content being inserted on the first page of the site six to twelve weeks before placements were expected, or the development of seasonal sub-domains. Now that search engines tend to treat all documents within a domain as equals, event or seasonal information can be an ongoing part of a much larger website. This again allows search marketers to view the web as a filing cabinet. It is a good thing to have information easily accessible at any time of the year and it is always a good time to promote seasonally topical information, even if the season or event is six months away.

There is a natural rush towards the date of the seasonal holiday or event that should be accounted for in search marketing planning. During the 2004 US elections, real estate in Maryland and Virginia was reaching a peak that tends to follow US election cycles. In the weeks leading up to the election, a massive rush from Maryland and Virginia based realtors flooded many SEO shops, even those of us a continent away on the west coast. Realtors who first approached SEO or SEM shops naturally tended to fare better than those who waited until mid-rush. (Many SEO and SEM shops offer exclusivity on keyword targets to clients and tend to not represent more than one client per keyword or keyword phrase).

A point Bill made in our discussion stood out. We should be telling our clients to try to envision their websites months or even a year in advance and asking questions about long-term marketing planning. What are our clients doing at various points in the year? Is there information on their websites that would be searched for with greater frequency one month over another? Are there products or services that have a seasonal tie-in?

In previous years, spiders drove the search marketing sales cycle. To get a strong Valentines Day placement, we would be working on optimizing content starting this week. Today, the search marketing sales cycle is much more similar to that of the brick-and-mortar world. For smaller clients and those with new websites, today is the time to starting to plan for next year’s Halloween to Christmas season, along with the dozen or so other consumer events of the calendar year.

Gravatar
Friday, August 19th, 2005

Going on vacation next week

I am taking a two-week vacation starting next Friday. That is a good thing too because the past four days have almost turned me off this amazing industry. A break from the silliness of the search engines and the pettiness of practitioner politics will do me a world of good. I’m also sure that the absense of my frantic presence for few weeks will provide a much needed break for the rest of the StepForth crew as well. ;) Read more…

(co-written by Bill Stroll, Sales and Marketing Manager)

Christmas is coming. Six months from today, retailers and E-Tailers relying on a strong holiday season will be assessing the bounties of the season. The winter holiday season is the most important segment of the year for North American retail businesses, often accounting for more than half of annual revenues. For many businesses, the period between October and mid-January makes or breaks the bottom line. Read more…

Google Adwords Certified Partner Member of SEO Consultants Directory EMarketing Association