Have you ever wondered in the event of a sudden burst of gamma radiation or unexpected bite from some form of radioactive arachnid what kind of super powers you would like to have? I think I can speak for all business website owners that the ability to read your customer’s minds would be extremely helpful. We’ve all been there… you’re looking at your brand new website and admiring how sexy it is only to spend the next few weeks asking why all your hard-won visitors are leaving before becoming customers. Gaining insight in to their thoughts as they move through the site would have immeasurable value for any website owner looking to make a return from their online presence. Thankfully – in lieu of a Bruce Banner style scientific mishap – we do have a way to, if not read visitors minds at least discover their original intentions when they landed on your site. You’ll all ready be familiar with the means – the search terms by which people find your site – but it is surprising just how few people pay attention to them.

Most people tend to consider their keyword based traffic sources as evidence of the effectiveness of any PPC or organic search engine marketing they are engaged in. While there is some benefit in this kind of analysis the persuasion architect in me always feels it is missing the point. For my mind the most valuable lesson that can be learned from looking at what keywords your site was found under is to understand what your visitor was really looking for when they landed on your site, what was their intent?

The importance of intent can’t be understated. Intent is the goal that drives your visitors experience on your site. The internet is a voluntary, participatory medium. Search engine users are goal driven – they are seeking something from their web experience and it is your understanding of what they are seeking that allows you drive up conversion. If you are a regular reader of our blog or our New York partners Future Now you will understand that the most important ingredient in any successful conversion is relevancy. Now the threads should be coming together – if you can gain insight into what your visitor came to your website for then you can do a much better job of being relevant to that need.

Now we’ve established WHY examining your keyword traffic sources helps you get better conversions from your site it is time to discuss HOW it is done. Here are some of the questions you need to ask of your search keyword data.

Break-up of Branded vs. non-Branded Traffic

When we are looking at conversion issues on a site one of the first things we look at is the proportion of branded search term traffic versus un-branded. This can help you gauge how difficult of a sell the visitor experience will be. A person coming in on your brand is more likely to purchase off you than someone who hasn’t. Let’s presume we’re talking about a retail e-commerce site here. In the case of the branded traffic chances are they are already believers in your brand and only need to become confident that the product they are looking at is going to do what they want. In the case of unbranded traffic chances are the visitor not only needs to be convinced that the product in question is the one that they want but in addition that they have to become believers in your business as they have no loyalty at this stage. Understanding this break down gives considerable guidance in how you need to sell to your visitors and what needs emphasising.

Long Tail Terms

Despite the books focus on the product merchandising efforts of niche providers like Amazon, Chris Anderson’s ‘The Long Tail: Why the Future of Business is Selling Less of More’ held a number of lessons for search engine marketers particularly in the Pay per Click space with its lessons on the benefit of bidding on large numbers of low traffic, low cost, highly qualified (i.e. easier to convert) keywords. The lesson learned was that the more detailed the search term driving the visitor to your site the more likely they are to buy. That is that they are later in their buying process than someone using a more general search term.

Consider the terms ‘weight loss’ and ‘weight loss products’. The two sound very similar and a common mistake is to attribute the same value to them. However the latter search term is far more likely to sell to the visitor than the first one (assuming the site in question sells weight loss products). Someone searching for ‘weight loss’ is more likely to be at an early stage of their buying process. They are predominantly searching for information and you will have to tailor your approach to them accordingly – explain to them the importance of proper supplements in losing weight. They have not committed to using weight-loss products at this stage so they need to be shown that these products work and that using supplements is a great idea. A person coming in on ‘weight loss products’ is more likely just looking for proof that these products work, they have already committed to the idea of using supplements.

What Intent Do These Keywords Show?

The above two areas of consideration are both the result of the ability of keywords to inform you of what intent the visitor had when coming to your site. Let’s take another example. Let’s say you are running a website that sells felt material and you have done a lot of SEO around the word ‘felt’. Your traffic levels are high, you have nice compelling copy with solid calls to action but no matter what you can’t sell a thing online.

The answer may just be in your search terms. In the above case it is easy to imagine a situation (exaggerated as it is) where despite high ranking on the word felt people are finding the site under a range of variations such as ‘make your own felt’ and ‘felt making’. In this hypothetical case you, as the site owner, have a problem – you are not properly equipped to sell to these visitors. Their intent is not matching your site’s purpose. Of course nothing is converting.

So what do you do? Well in this case this knowledge of what keywords your site is being found under would enable you to make some important marketing decisions. It could be entirely feasible that as a result of this discovery you may decide to start PPC marketing on more detailed terms that are specific to people buying felt products. You may adjust your organic SEO strategy to focus on more detailed terms as well, using the PPC as a stop gap while you wait for your rankings to appear. Either way you are in a position to stop spending money on current strategies that are obviously bringing the wrong kind of traffic to your site.

It should be obvious from the above examples why looking at your keywords is important. It tells you the mind of your customer and how you should deal with them. It can let you know what is wrong with your site, it can even let you know what is wrong with your search marketing strategies.

While studying your keywords won’t give you the ability to leap over buildings in a single bound like a certain infant refugee from Krypton gained but it is the closest thing to a mind-reading superpower for website owners and it is easily obtainable.

Organic Search Engine Marketing

When we talk about search engine traffic it is important to realise that it is not a homogenous unit. Search engine traffic comes in two very distinct flavours; organic and pay per click (PPC).

When people talk about search engine results, often they are talking about organic rankings. An organic search engine ranking is one that is decided by reference to the subject website and its defining features such as link structure, text content, META tags, link popularity and so on.

Organic search engine rankings are difficult to maintain since the various search engines keep the algorithms they use to decide where a site will appear based on a particular search a strict secret. The ultimate organic position your site obtains is largely out of your hands.

Fundamentally organic optimisation is about ensuring your website makes itself as 'search engine friendly' as possible in the expectation that search engine friendly content is significantly more likely to see the site gain good rankings.

At this point it is important to raise a critical distinction between organic search engine results and what you find on human edited directories like DMOZ. A search engine is a considerably automated beast. It actively seeks out web content by following links to other sites and indexing the web that way. To appear in a directory you need to submit your site manually whereas a search engine will find you so long as a site already in its considerable database has a link to yours.

Pay Per Click Search Engine Marketing

Pay Per Click (PPC) traffic is effectively the opposite of organic traffic. With Pay Per Click the vast majority of the factors that influence your ranking position are controlled by you. The easiest way to think of PPC traffic is as bought traffic.

PPC advertising is effectively a keyword auction. The idea is that people bid for their ads to appear on certain keywords, the higher the bid the better the chance of getting the top position. Advertisers also compete with advertising creative as those ads that have a greater percentage of people who have seen it clicking on the ad (click through rate) are given a position boost. The final position being effectively a balancing of keyword bid amount and click through rate.

It is important to remember that the advertiser is only paying for people who click on the ad creative. One advertisement could get viewed a million times a day but unless that advertisement is clicked on the advertiser is not charged.

One final feature worth mentioning is that PPC allows geographic targeting to limit your presence to those people who are your target audience. Through the use of appropriate keywords and geographic targeting you can make sure that you never pay for an inappropriate site visitor.

Organic vs Pay Per Click

Despite their mutually exclusive definitions, Organic and PPC traffic do not operate in isolation. On most search engines around the world search engine results pages (SERPs) provide both organic and pay per click listings on the same page. The degree to which PPC traffic is easily identifiable differs from search engine to search engine. Some bury PPC amongst their organic listings but most will alert the user to the sponsored nature of the link in one fashion or another.

Of the two types of listing it is organic listings that currently generate the most traffic but that does not mean the PPC has no place in a well rounded search engine marketing strategy. The diagram below is an eye tracking heat map developed by EyeTools (http://www.eyetools.com) displaying the way people interact with Google. The areas that are red in colour indicate a greater concentration of users focused their attention in these areas, grey spots received little to no visual attention from users. In Google the organic results fill the majority of screen space with just the side bar devoted to paid advertising and occasionally a small header section above the organic results.

As you can see there is a definite preference exhibited by users for organic results over PPC results but this is not to be taken as an indication that one is necessarily better than the other. For a better examination let us visit the advantages and disadvantages of both systems.

PPC Advantages

Organic Advantages

Organic Disadvantages

Ideally a solid search engine marketing campaign will see efforts made with respect to both types of traffic. By having your site appear in both paid and organic listings you increase your brand equity in the eyes of the search engine user, increase the chances one of your links is clicked on and ensure that you don't exclude either people who prefer organic or people who prefer paid listings.

As a final point PPC advertising can also be used in some measure as a way to supplement poor organic results. If there are critical terms your site is not appearing under no matter what you do from an organic standpoint, PPC can ensure that your have some form of presence on those terms despite poor organic performance.

Do you know that the basic excogitation of shared online bookmarks innovate in around April 1996 when their is an official launch of itList which features to included public and private bookmarks.As the time passes and web 2.0 is ready to take birth their is a series of launch of several online bookmark services like Blink, Backflip, Clip2, ClickMarks, HotLinks, and so many others.They provided folders for masterminding bookmarks, and some services automatically synchronizes the bookmarks into folders.

What is the benefits of using Social bookmarking?

If you are a webmaster,blog owner or a blogger then you must have to know about the benefits of using social bookmarking services.Some of the important reasons are as follows:

1. To get unique traffic from various zone of social networks
2. In order to create a social buzz on your product and brands
3. To get faster indexing of the website in the search engines like google,yahoo and msn live search.
4. To get high Google page rank from various back links and bookmarking sites.
5. To get a good alexa ranks with the help of target traffic coming on your website from classified origins.

What to do if we don’t have time?

If you don’t have time to buzz your brand then you can ask your friends to do so or the best way is to get some Social Bookmarking Service that may enrich you with the above 5 benefits like Buzz,traffic Google indexing and if you want you also the Link Building Service to get better juice of google page ranks.

Microsoft Corp. designed Bing.com to help you overcome search overload and make faster, more informed decisions when searching online.

Research indicates that 62 percent of people use a search engine to find a local business or destination.* However, finding the best local information online can be challenging. Whether it is a review for the newest restaurant in town or the contact information for a local plumber, information on local services is often strewn across many different Web sites. However, today’s search engines don’t always help you make the most informed decisions about whether or not to patronize a local business.

Bing is different — it provides tools that make it easier and quicker to find relevant local content, such as user reviews aggregated from local content sites, hours of operation for local businesses, one-click directions, maps and traffic reports.

Local Search Features

·        Detailed business listings. Each local listing in Bing provides a snapshot of information to help you make decisions. For example, a restaurant listing includes the phone number, type of cuisine, location, hours of operation, price estimate and parking availability. Search results also may offer quick links to customer reviews, menus, one-click directions and a bird’s-eye view** of the location.

·        Scorecard. Bing includes a scorecard that consolidates online reviews of local businesses in an easy-to-read format. You can click on “Show Reviews” to read consumer feedback for specific criteria. For restaurants, the criteria might include food quality or service.

·        Search refinement. Bing lets you refine local search results based on a number of factors, including rating, distance, type of cuisine, price or atmosphere, so restaurants can be filtered by “Mediterranean” or “romantic,” for example, to find just the right place for dinner. Other local business results can be filtered by payment options or parking availability.

·        One-click directions. People often have a good understanding of how to navigate their neighborhood, so by default, Bing provides directions from the nearest freeway or main route to a final destination, which can save time by eliminating a multistep set of directions beginning from your home. When needed, door-to-door directions can be accessed by clicking on “A Specific Location” from the one-click directions page. You also can access a variety of other navigational tools such as current traffic with Bing Maps.

·        Bing Maps. Bing Maps lets you easily find, discover and share location information. You can get maps and directions and view high-resolution aerial or bird’s-eye imagery.** Now with the introduction of Microsoft Photosynth, you also can add or view synths of many locations or point of interest on Bing Maps.

Availability

Bing is available at http://www.bing.com.

Follow Bing on Twitter: http://twitter.com/bing.

Chat with the Bing team at http://www.bing.com/community.

* Ipsos 2009, commissioned by Microsoft. 1,156 participants

** Bird’s-eye view imagery is not available for all locations.

Microsoft Corp. designed Bing.com to help you overcome search overload and make faster, more informed decisions when searching online.

Research indicates that 66 percent of people are increasingly turning to search engines to assist in making decisions — above and beyond simple navigation or information retrieval, for which today’s search engines were originally built.¹ No longer satisfied with the status quo of search, Microsoft designed Bing as a Decision Engine to provide you with intelligent search tools to help you simplify tasks and make more informed choices, from mapping out the fastest route to get home to researching a product purchase or planning a trip.

Bing provides great general search results, relevance, a big index and speed — all of the hallmarks of a good search engine. However, because sorting through search results can often be time consuming, Bing organizes popular results in a different way, designed to help you get the answers you’re looking for without having to guess the right way to phrase a search term.

Making Search Easier

Almost any search engine can provide basic results, but with Bing, we’ve improved many aspects of the search experience.

·        Home page. Because you may not always know about the range of content a search engine can find for you, the Bing home page includes a beautiful new image daily, information hotspots embedded in that image, and clear links for starting your searches for video, news, shopping, travel, images or maps.

·        Autosuggest. Bing examines what you are typing in the search box and will automatically suggest similar terms or common refinements related to the term you are typing. For example, when searching for “California,” you will see common related searches, including “California DMV,” “California lottery” and “California ski report.”

·        Best Match. The Bing Best Match feature is designed to make finding relevant information easier by cutting down the number of clicks and getting you to your final destination faster. Best Match results include customer service numbers for retail sites, the ability to track a package right from the search page, deep links to common pages within the site and much more.

·        Document Preview. Nearly one-quarter of searches result in rapid click back, when you realize that the search result was not what you were looking for.² Document Preview lets you hover over a search result to see a preview of the site’s content, which helps you determine whether the site is likely to contain the information you’re looking for — before you click.

·        Instant Answers. Bing provides Instant Answers that immediately return highly relevant direct answers in response to a specific search. For example, entering a flight number will return the most recent flight information and display it prominently in the results, saving the hassle of going to a separate page. Other Instant Answers on Bing include stock prices, local weather, sports scores and more.

Making Search More Organized

Our research indicates that 72 percent of people surveyed said current search results are too disorganized.³ To provide order to the chaos of search, Bing analyzes search results for certain types of search terms and organizes them so they’re easy for you to navigate. These categories include travel, shopping, health, technology, autos, entertainment, sports, animals and more.

·        Explore Pane. Located on the left side of the screen, the Explore Pane lets you easily filter search results. Features in the Explore Pane include categorized search results called Quick Tabs, links to related searches and past searches in Session History. The Explore Pane also can be used in the local, travel and shopping experience for powerful refinement of your search results.

·        Quick Tabs. Half of all searches are eventually refined to find more specific results.⁴ Quick Tabs anticipate your intent when searching and offers easy access to some of the most common refinements for a given search. For example, when searching for a favorite musician, Quick Tabs let you filter results by albums, biography, videos and images. These tabs change dynamically based on the search term. Searches for a certain city name yield Quick Tabs for tours, travel and images; searches for a car model generate categories on reviews, accessories and videos.

·        Related Searches. When searching for a specific result, our research has shown that people also like to expand their search to explore related topics. After making an initial search, Related Searches provides a list of related search terms, helping you easily expand a search to find more great results.

·        Session History. Nearly half of all searches are a repeat of a previous search.⁵ Session History provides easy access to searches from your current search session so that you don’t need to initiate a new query to get back to an earlier result.

·        Video search. Bing video search helps make finding, previewing and watching videos easier. Bing indexes content from video sites across the Web and our own index of full-length television shows. It also includes filtering tools to narrow a search to make it easier for you to find the exact video you’re looking for.

·        Image search. Bing image search includes infinite scroll, which lets you easily browse image results without clicking to a new page. Bing also has powerful filtering tools for images to make it easier to find just the right image.

·        News search. Bing news search lets you search the latest news from across the Web and receive news alerts.

·        Bing Maps. Bing Maps lets you easily find, discover, plan and share location information, including maps and directions and engaging bird’s-eye,⁶ 3-D and aerial imagery.

Providing Tools to Help You Complete Tasks

Bing was designed to help you make smarter, more informed decisions faster. Bing focuses on four main areas:

·        Shopping. Bing combines many of the shopping features available across the Web into one intuitive and easy-to-use experience. In addition to providing many product search refinement tools, Bing also scans the Web for user and expert reviews, organizes them by product attribute, and then ranks the sentiment in the reviews as either positive or negative. This enables you to filter quickly through lots of information to inform a purchase decision.

·        Travel. BingTravel analyzes billions of pieces of airfare and hotel data to offer you flight Price Predictors and hotel Rate Indicators. Based on science, not marketing, Bing Travel enables you to make smart, well-informed decisions when planning a trip, every time.

·        Local. Today’s search engines don’t always help people make informed decisions about the quality of a restaurant or the best way to contact a local mechanic. Bing presents relevant content including user reviews aggregated from local content sites, hours of operation for local businesses, one-click directions, maps and traffic reports.

·        Health. Bing helps people find health information online. While there is no substitute for the expertise of a trained physician, Bing provides you with easy access to medical information from nine trusted resources to help you make more informed decisions about personal care.

Availability

Bing is available worldwide. However, specific feature availability differs according to market.

Bing is available at http://www.bing.com.

Follow Bing on Twitter: http://twitter.com/bing.

Chat with the Bing team at http://www.bing.com/community.

¹ Ipsos 2009, commissioned by Microsoft 1,156 participants.

² Live Search logs analytics, February 2008. Approximately 1,000 queries analyzed.

³ 2008 Ipsos Vantis Categorized Search Concept Value Study, commissioned by Microsoft. 1,000 participants.

⁴ Live Search logs analytics, March 2009. Approximately 1,000 queries analyzed.

⁵ Live Search logs analytics, February 2008. Approximately 1,000 queries analyzed.

⁶ Bird’s-eye view imagery is not available for all locations.

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