Generating Revenue Through Advertising

Generating Revenue Through Advertising


Analytics Can Improve Your Content Strategy
Interview with Heather Dougherty of Hitwise

If you've been wondering how to figure out what content works and what you could write about to attract visitors to your site, try digging into your analytics program.

Every website should have at least a basic analytics package from your host, but if you really want to get in-depth competitive intelligence from your log files, try something like HitWise.

I chatted with Heather Dougherty, Director of Research for the US for HitWise last week about her upcoming panel at Search Engine Strategies in San Jose in August.

You can hear the interview here.  (Be patient while it downloads)

She made some great points about using analytics to track your online reputation, find out how people talk about your company and your products, what language they use when they search and where they go before and after they visit your site.

SES San Jose is just around the corner now.  I'll be there from August 18 - 20. I love meeting my readers at conferences, so stop by my session on storyteller marketing on Monday the 18th after lunch.

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Blended Search Demands Blended Marketing and PR
Google Universal offer opportunities for news and PR content to be found in search

At the session on Universal and blended search at SES San Jose we heard from all the search engines.  Johanna Wright of Google, Cris Pierry of Yahoo! Erik collier of Ask and Todd Schwartz of LIve search all gave their insights and predictions about how search is displayed and how searchers view a results page.

Until 15 months ago a search results page was just 10 blue liks to what that search engine considered the top ten most relevant websites for your query. If you wanted to see images, videos, news, products or blog posts you had to click into the vertical buckets for those categories.

In May 2007 Google decided that they should offer you the top results from ALL content in their index and not make you have to go searching in vertical buckets.  They launched Universal search and now when you pop a query into Google you can see images, news and video sprinkled in with the website links. 

Why is this a PR opportunity?  A search engine will only give you two links for your website on a search results page, But now you can get news content, images and videos on that page as well.  Even if our website does not rank on page one, a press release can. And since it has been shown that search visbility lifts brand recall and influences perceptions, how you show up in search has become an important PR function.

Owning the first page of Google for your company name, brand, product names and the best generic category descriptions should be on every PR plan today.  It's part of online reputation management.  And Universal search makes it possible.

Of course you have to have the digital assets in the search engines, and they have to be correctly optimized for search.

 Add an image to every press release.  Make the release timely and newsworthy.  Optimize the press release for search.  Add audio and video to your news content.  Host it all in a social media newsroom and upload your assets to other content sharing sites.

Making the most of blended search means you need to break down the silos in the organization and collaborate with the marketing, search and advertising people in your company.  Social media is all about sharing and colloboration - and you'll win if you start appying that principle within the company.  It's  time for a truly integrated marketing and PR approach.

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