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Paper Abstracts
Niche Marketing with Keyword ResearchKen McGaffin, Wordtracker.com, London
Abstract - The web is a great vehicle for niche marketing. No matter how small or obscure your product or service may be, there will be prospects interested in what you have to offer. In this paper we will explore two main methods of niche marketing, using real examples, and how they can be implemented online. An Introduction to Using Keywords in Paid Search Campaign
Abstract - In this paper, we focus on using keywords in paid search campaigns. Running paid search campaigns is a recommended first step in any search engine optimization (SEO) campaign. The results from a paid marketing campaign can provide valuable data for any solid, long-term, SEO work. The goal of this paper is to present techniques for finding targeted keywords in any market and common mistakes made by search engine marketing (SEM) firms.
Search Engine Ranking Variables and AlgorithmsSean A. Golliher - Publisher, SEMJ.org
Abstract - This paper discusses search engine ranking algorithms and the variables involved, webspam detection, hyperlink analysis, duplicate content issues, and their underlying structure. Additionally, we analyze on-page and off-page variables -- two classes of search engine ranking factors -- and their possible implications for ranking web documents.
Trends in European Search MarketsSante J. Achille - Italy
Abstract - European online shoppers are heavy Internet users, having made 1.3 billion purchases in a six-month period during 2007, spending an average of € 747,00 each. The web offers enormous opportunity for businesses looking to provide the right product or service to the right audience. But to be successful, global Internet marketing requires an in-depth understanding of local traditions and cultures. This paper provides information and high-level search marketing data on Internet usage, with a focus on e-commerce, social media, and mobile- or instant messaging marketplaces in major European markets. It includes statistics on most popular products sold online, average time spent on the Internet and other information useful to the global Internet marketer.
Harnessing the Power of the Mobile WebNirav Mehta, MagnetTechnologies.com
Abstract - The number of mobile users is growing, and for many, the Mobile Web is providing their first Internet exposure. Marketers using the Internet can extend their websites to capture the attention of these billions of users. This paper examines how to leverage web development skills and develop mobile websites. Mobile users have different expectations from websites than do those working on desktop computers. And mobile devices have different capabilities. This paper also offers guidance and discusses the practices to keep in mind in creating a mobile website.
Techniques for Growing Small Search Engine Marketing FirmsHamlet Batista, RankSense.com
Abstract - The increasing demand for search engine marketing (SEM) services presents a big opportunity for small SEM firms. But this opportunity requires the SEM firm to do more with less time, yet maintain high service quality. This paper examines some business model options to aid with growing a small SEM firm into a large-scale business.
Social Media Measurement: What It is and Why It is ImportantJohn W. Hingley, AmdiamoSystems.com
Abstract - Social media or user-generated content, call it what you will, the explosion of blogs, forums, customer review sites, and social networks means consumers are sharing their opinions and experiences about every company, product, and service imaginable. They are rating and reviewing and advising each other what to buy. Conversations can spread around the world in seconds, influencing sales and a brand's hard-won good will. To further fuel the fire, all major search engines favor user-generated content in natural search results. Word of mouth -- the number one influencer of purchase intent -- has reinvented itself on the Internet with a vengeance. The advent of Web 2.0 has shifted control of brand value and perception from company to customer.
Affiliate Program Management: Contingency ApproachEvgenii "Geno" Prussakov, AMNavigator.com
Abstract - Affiliate marketing is one of the most attractive marketing channels for online merchants. Affiliates are paid on a performance basis, and merchant investments are often minimal. Merchant investments that are too small, or performance-only compensation for affiliates can result in e-business either underestimating affiliate program management or fully neglecting the management aspect of affiliate campaigns. This paper examines a small but vital part of the management science of affiliate marketing, namely relevant situational theories, and proposes affiliate program management implementation solutions.
Creative Link Building TechniquesDaria Goetsch, SearchInnovation.com
Abstract - Link building, obtaining inbound links from other websites with an eye to improving search engine ranking and increasing traffic to a site or that of a client can be time consuming and tedious. Expanding the scope of one's thinking with creative techniques may help to produce good quality links. Link building is not easy, but creative methods can lead to optimum results.
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