Businesses fail consumers and search engines, consumers fail businesses and search engines, and search engines fail both consumers and business. This defunct system is also one of those downward spiraling phenomena that struggles to ever get itself turned around.

Businesses Large and Small Fail

This is the root of the problem. From Fortune 100 down to small businesses overwhlemingly neglect to qualify their websites to rank well on search engine results pages (SERPs) for basic, commonly related search queries. For a healthy portion of the companies, it would only be a matter of setting up onsite content that is designed to rank well using their current link profile and SEO strength; but they don’t. Instead they leave what is believed to be search scraps on the floor for the content-heavy dogs (ie. About.com, Wikipedia, blogs, news sites, etc.).

Search marketing has never been about one keyword or a single exact phrase. Traffic volume and brand equity building successes come with the aggregation of both popular and long-tail searches. The whole is much greater than the sum of the parts here because there are infinite variations of a given search query that bring in valuable web visitors that go beyond the specific keywords and phrases that are being targeted through SEM.

Search Engines Fail

This is the perpetuator of the problem. Although search engines use latent semantic indexing, synonyms are far less than half of the word associations that search engines and SEM professionals should be accounting for. Search engines are a little too stuck on exact terminology than they should be. For example, Google provides an example in one of its documents that the search engines understand the synonomous connection between “car” and “automobile” but do not currently support thematic relationships between “tent” and “hiking books” as all being relative to the topic of camping.

The truth is however, that for a website to rank extremely well for car, they typically hord the single term (car) and only rarely utilize its pair (automobile). Interchanging terminology usage here may not produce an equal result, when in fact it should.

The other side of this is that Google, Yahoo, MSN and ASK typically favor popularity over direct relevance. Search professionals refer to this is as “authority” and often include “trust” somehwere in the explanation but the root of it really is popularity. In some ways this is no more or less childish than junior high, where the opinion “cool crowd” mattered most, regardless of how accurate group was. Popularity is mutually exclusive of relevance and accuracy; just not always according to the big four.

So when it comes to this, search engines display results from About.com, Wikipedia, Yahoo Answers, etc. where they have the link voltage equivalent to a SEO powergrid that is off the charts - and oh yeah, a terribly generic page or two about the subject.

Search Consumers Fail

Now that relevant businesses have failed to qualify their websites to rank well for the terms we’re all looking for and the search engine doesn’t give a darn because the individual will surely narrow their search query to something more on target, what happens? Consumers find low relevance results where they deserve top notch informative options and this leads to apathy.

If users search relevant queries enough without good results, they abandon their terms and phrasing syntax in favor of something else. If users locate positive results from their secondary searches they take note. This is how bad habits form. Principle functions and results:

• business website neglects common terminology or phrasing syntax (order of words)
• perform sensible search = low relevance = that search abandoned = low search volume = no businesses optimize for this keyword or phrase
• perform secondary search = improved relevance =  new conception = new behavior = strong search volume = all businesses compete for same keywords = difficult to rank for terms

The cycle is vicious. Relevant websites fail to show up in search results, so consumers alter their understanding of the process, then no serarch volume shows up for these keywords, then no businesses see a reason to optimize and compete for these long-tail keywords.

The laws of natural survival dictate that when thirsty, it is important to find a reliable source of water. Once located it is important to return to the same source. You never go back for water to a place where you’ve previously looked without finding. Search follows the same principle; if it isn’t found, you don’t go back.

According to research from Webvisible and Nielsen, reported by Marketing Charts, though 63% of consumers and small business owners turn to the internet first for information about local companies and 82% use search engines to do so, only 44% of small businesses have a website and half spend less than 10% of their marketing budget online.

The research finds an accelerating trend toward online media for local search. However, the report says the study uncovers a significant disconnect between the way small business owners act as consumers vs. the way they market their businesses online.

The survey found that search engines are the most popular source for finding local information:

·     82% use search engines

·     57% use Yellow Pages directories.

·     53% use local newspapers

·     49% use Internet Yellow Pages

·     49% use TV

·     38% use direct mail

·     32% White Pages directories

Of those surveyed, 50% said search engines were the first place they looked when seeking a local business, while 24% chose the Yellow Pages directories.

92% of searchers say they are happy with the results they get when using search engines, though 39% report frequently not being able to locate a particular known business. This means, says the report, searchers don’t may choose to contact a similar business with a stronger online presence.

Webvisible found that online search and e-mail newsletters are the only forms of traditional media that are growing among consumers who wish to locate local products or services. Compared with two years ago, respondents report they use search engines and email newsletters more, while they use newspapers, magazines, direct mail and radio less:

Consumer Use Of Media Compared to Two Years Ago (% of Respondents)
Media	Use More	Use Less
Search engines	72%	1%
E-Mail newsletters	35	7
Yellow page directories	16	23
Local newspaper	10	25
Magazines	11	31
Direct mail	9	27
Radio	9	23
Source: WebVisible and NielsenOnline survey November 2008, February 2009

Despite the growing use of online media for local searches, only 41% of small businesses report turning to online search engines first, and 31% turn to Yellow pages directories first. In addition, only 44% of small businesses have a website.

When using a search engine to find a business they know exists, only 19% of survey respondents report never or rarely encountering trouble locating that business online and 39% say they routinely have difficulty.

Though less than half of small businesses do have a website, the ones that do are not happy overall with their online marketing. Among those small businesses that have a website:

·     51% believe both the quality and ability of their site to acquire new customers is only “fair” or “poor”

·     30% of business owners feel that they typically do a better job of marketing than a close competitor

·     78% believe they advertise in the same places as their competitors

·     Only 7% of small business owners say their primary marketing goal is to get more visitors to their website

·     61% spend less than three hours a week marketing their website

·     99% of small business owners are directly involved in the marketing

·     65% believe it is very important to know where their customers come from

·     Only 9% are satisfied with their online marketing efforts

·     78% of small business owners dedicate 10% or less of their budget to marketing Of those, 30% do no Internet advertising

 Over the past two years, 43% of small businesses say they have increased use of search engines in their marketing efforts. In contrast, use of traditional small business advertising mediums is on the decline:

·     23% say they use the Yellow pages less

·     42% say they use the local newspaper less

    For the purpose of this survey, the term “local business” refers to any retail business in a respondent’s local area, including restaurants, entertainment venues, places of recreation, etc. and services such as plumbers or accountants. The term “Internet Yellow Pages” refers to online Yellow Pages websites such as yellowpages.com, judysbook.com, superpages.com, etc.

Free shipping continues to be a promotional standard offered by more merchants in diverse manners that complement their business models including an increase in conditional free shipping to a store (26% in 2008 vs. 15% in 2007).

Lauren Freedman, President of the e-tailing group, said “… we observed merchants pulling out all the stops to rethink promotions, refine search, retool content/information, and reinvent community.”

Refining search with the goal of getting shoppers to the right product is a priority, as 100% of the sites surveyed have the feature. Beyond this:

·         85% of merchants are implementing an in-depth refined search 

·         63% are implementing guided navigation

·         77% providing landing page sorts

Retooling content augments category, product, and multi-channel efforts via rich and robust enhancements, says the report. Detailed product information coupled with rich media gives consumers the confidence to buy. Video adds a dimension, in addition to creative treatment with imagery coupled with category-specific capabilities.

Customer education is paramount and here too category-centric content elevates the shopping experience while interactive tools ensure customers make the right choice. Brands are more apt to play a role in this arena by availing merchants of rich media and in-depth information. Additionally, manufacturer attempts to inspire shoppers are evolving online via direct-to-consumer initiatives.

Share is a new metric in the e-tailing group 11th Annual Merchant Survey, and merchants test a variety of strategies and methodologies throughout their sites. Look for increased usage as merchants understand the viral power of cost-effective community initiatives. Ratings and reviews are also elevated as user-generated content plays a greater role for consumers with 58% of the EG100 incorporating this tactic into their shopping experience and 24% selling by top-rated products.

Freedman summarizes, saying “…  time-savings tools to custom control multi-tactical initiatives go a long way toward brand building… ultimately customer involvement and interactivity should reinforce differentiation and result in sales.”

For additional information about the e-tailing group and the more complete report, please visit here.

Take a look . . .

Top 10 Positive Factors

1. Keyword Use in Title Tag
2. Anchor Text of Inbound Link
3. Global Link Popularity of Site
4. Age of Site
5. Link Popularity within the Site’s Internal Linking Structure 
6. Topical Relevance of Inbound Links to Site
7. Link Popularity of Site in Topical Community
8. Keyword Use in Body Text
9. Global Link Popularity of Linking Site
10. Topical Relationship of Linking

Top 5 Negative Factors

1. Server is Often Inaccessible to Bots
2. Content Very Similar or Duplicate of Existing Content in the Index
3. External Links to Low Quality / Spam Sites
4. Participation in Link Schemes or Actively Selling Links
5. Duplicate Title / Meta Tags on Many Pages

Most Controversial Factors

1. Manual Authority / Weight Given to Site by Google
2. Relevance of Site’s Primary Subject Matter to Query
3. Participation in Link Schemes or Actively Selling Links
4. Duplicate Title/Meta Tags on Many Pages
5. Global Link Popularity of Linking Site
6. Quality of the Document Content (as measured algorithmically)
7. Domain Extension of Linking Site (edu, gov, com, ca, co.uk, etc.)
8. Server is Often Inaccessible to Bots
9. External Links to Low Quality / Spam Sites
10. TLD Extension of Site (edu, gov, com, ca, co.uk, etc.)

1. Use your best performing search keywords across your email subject line, body copy and creatives to send potential customers to your top performing search landing pages.
2. Use your top performing email subject lines, copy, creatives and landing pages across your search and content campaigns.
3. Sponsored search should be used to acquire new customers, and although repeat business via the search channel represents efficient marketing dollars well spent, capturing a follow up or repeat sale through email communications allows your search budget to accumulate an even larger base of first-time website visitors to convert, thereby maximizing your cumulative marketing budget.

Whether you need to integrate or synchronize your marketing efforts, or work towards both, I think any business will gain by beginning at least an internal dialogue speaking towards placing email (outbound marketing) and search (inbound marketin) in tandem with each other. You could call it synchronization in marketing.

What if, amongst the billions and billions of searched keywords and variations, Google was working to paint us all into the same corner by getting us to buy the same keywords for their own improved monetization? Well, I think they are.

Right now it seems as though Google is performing multiple scams all at the same time, however due to the enormity and significance of each singular tactic, we’re all missing the whole strategic picture. The only logical explanation making an appeal to perception that Google may not be conspiring against us is that time seems to keep improving some of my 3 month to year old keywords.

Newer keywords are getting way more expensive than they used to be. They seem to get tolerably better between months 3-12, but beyond that, search marketers and advertisers are hurting. Beyond the fact that age is reigning supreme (but don’t dare start over without a good reason), all the rest is punishment being dealt.

I have a theory that we need to try, but it would require all of our joint participation. My theory would operate in boycott-like fashion, but not in the way you might think. It is clear that as time goes on that Google is attempting to coax advertisers into running campaign solely built upon generic keywords in broad match. Sound crazy?  Yep!  Potentially true though.

Just this last summer I was invited to a Yahoo Agency Day, where search marketers at agencies complained that Google was rewarding generic keywords on broad match, while discouraging the targeted keywords on phrase and exact match. It got me thinking . . . . or haven’t you noticed, too?

One way PPC search marketing could be ideal is if we all bought targeted keywords. I mean only those which were highly relevant to our ads and landing pages. What if this Utopian ideal could lower all of our bids and CPAs by 25%?  Wouldn’t that be worth it?

Although Google has a strong bias towards argumenting the value of search marketing, the underlying message of this document is absolutely accurate and worthwhile. When times get tough, marketing studies consistently confirm that while ROI suffers, those advertisers who pull out of or scale down their marketing efforts have lost market share by the time the economy rebounds. Any seasoned marketer or advertiser knows that the battle of market share is significantly won and lost during economic downturns, not in flourishing economies.

This is a true business principle for the ages, not nervous talk. Check out these essential points:

“‘Brand that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at a lower cost during good economics times. . .’” says Professor John Quelch, Harvard Business School.

“‘We see more people turning to online because it’s much more efficient in terms of time and money’” according to Michael Boylson, CMO, J.C. Penney.

“25% of senior marketers would increase online spending in a recession, while only 13% would cut it.”

“Analyst say search marketing will be the fastest-growing segment for 2008.”

“50% of searchers are ‘Brand Advocates.’”

Could new consumer trends emerge amidst a recession?  Hmmm, I wonder . . .

This idea is absolutely wrong!  Websites and companies need to be less egocentric by bridging the gap between visitor needs and shifting towards a consumer centric message.  But how?

The answer is much easier than its implementation.  I’m not sure if that is comforting or not, but it should be.

Users are more likely to interact with websites when they are treated as YOUsers; when messaging is about THEM and THEIR needs.  Messaging should proceed in this order:

1. Address what the user needs to accomplish and why
2. Present the solution accompanied by detailed benefits and cost justification
3. Establish unique credibility and reinforce security
4. Optional - prompt urgency if appropriate

Begin with headlines that simply, boldly reinforce relational relevancy.  Headlines can be brief, factual indicators of the topic. Follow up with a heavier lifting subheader that transitions into necessity relevance which begins the transition from empathizing with user needs to exploring potential solutions.  As the subheader feeds into the first paragraph of content, the messaging can move the reader further and further away from the problematic issues related to their needs while simultaneously approaching principles and/or features that fill in the void.

As a general best practice, website pages should begin by addressing the user and empathizing with the need.  The middle of the page should be capable of convincing the user that your product or service can resolve their need.  By the end of the page, your content should be solely addressing why your website is the best place to get it.

Of course, it may be most effective to address these items through a multi-step process.