BottomLine has satisfied the program requirements and gained status as a Qualified Individual in the Google Advertising Professionals Program.

Google’s Search Engine Marketing has changed with the rising demands of users on Google. In the past year Google has made large strides in their advertising platform to keep up with the rising demands of mobile devices, how users click on an ad (location, phone and product extensions – just to name a few) and even where the paid placements appear; above the fold, below the fold and to the right hand-side, testing above and below Google Places listings.

The most recent comes with the announcement of Google+ for businesses. Now you can link your Google+ for Business Page as a social extension with Google PPC ads. Still not sold? Google allows you to target your customers, when you want, where you want, even what time of day you want! “We are excited to continue to offer our clients Google Pay-Per-Click, and the new features the platform offers.” – Michelle Parenti

1. Add your blog URL to the signature in your email

2. Add your blog URL to your business cards (Also, recommend QR codes on the back of your business card)

3. Announce your posts on all Social Media Efforts

4. Link your blog to your Social Media outlets

5. Sign up with Technorati (and use Technorati tags in your posts)

6. Become familiar with Social Bookmarking Sites like StumbleUpon and Mixx

7. Register with Blog Directories (Call BottomLine to help with this 626.833.5015)

8. Add your link to E-mail Blasts and Newsletters

9 Comment on other industry-related blogs and add your URL in the “Website Section” of the comments

Good luck~! MP)

1. Length of release: 400 – 600 words.

2. Linking: 1 link per 100 words (on average) recommended.

• Your company name linked to your Home Page (Brand Recognition)
• A Broad version of your main key phrase linked to your Home Page
• Targeted key phrase linked to interior page
• Targeted key phrase linked to interior page –LSI words!
• Fully qualified URL to your website example: http://www.VailValleyGetaway.com

3. Metadata

• Title Tags
• Header Description
• Body Copy
• Text Backlinks are valuable – control the anchor text

4. Syndication: 1 News/Press Release recommended a month (minimum). Don’t say the same thing differently. Unique content is key to a successful PR/SEO campaign. Don’t rehash the same topic. PAY CAREFUL ATTENTION to submission categories. Call BottomLine today to set up your media schedule today, 626.833.5015.

Goal = Keyword = Release Topic (Old public relation efforts included starting with the topic).

1. Goal: It’s sounds so cliche to say what is your goal, but writing effectively is essential to starting with a goal. Craft the release to fit the goal.

2. Keywords: Choose well targeted key phrases for specific SEO efforts, not broad overused terms. (See BottomLine Online Tools for keyword tools that are free).  Key Phrase Profitability = High Traffic, Low Index Competition, Market Viability, and accessible top 10 keyword(s)/phrases.

3. Release Topic: Decide how to frame your effort in a way that matches your goals. Solve your customers problems/needs. Get in the mind of your customers, what are their pain points? How do you solve THEIR problem or serve THEIR needs?

4. Supporting Keywords or LSI – Latent Semantic Indexing: Choose one or two semantically related words in your summary tag AND in the first sentence of your body copy, than write naturally!

For more on how to optimize your press/news release please visit: 

http://bottomlineppc.com/2010/04/23/seo-for-online-pressnews-releases/

SAN FRANCISCO — In a battle to woo back Web surfers who are spending more time on social networking sites, Internet portal Yahoo has clinched a deal with Twitter to share content across both properties.

Yahoo reached a similar agreement with Facebook in December, expanding the partnership to make it easier for users to share Facebook status updates and other information on Yahoo or share Yahoo sports scores or Flickr photos on Facebook.

Twitter offers millions of messages posted every minute. “The information in one single tweet can travel light years farther with this Yahoo integration,” Twitter co-founder Biz Stone said in a statement. “Tweets in more places brings relevance where and when you need it most.”

When people search for goods or services using their mobile phones, they often prefer to call a store rather than visit that store’s website. Whether they’re placing a direct order, making a reservation, or inquiring about services, the ability for prospective customers to easily call your business is a key distinguishing feature of searches made on mobile phones versus computers.

More on Click-to-call

Habush alleges that Cannon paid for the keywords “Habush” and “Rottier,” in effect hijacking the names and reputation of Habush attorneys.

Cannon acknowledged paying for the keywords but denied wrongdoing, saying it was following a clearly legal business strategy.

…Habush based its lawsuit on a Wisconsin right-to-privacy statute that prohibits the use of any living person’s name for advertising purposes without the person’s consent.

…Similar lawsuits have been filed over the keyword issue, with some differences. An American Airlines lawsuit targeted not a rival but Google Inc. and Yahoo Inc., and alleged not a privacy violation but that the search giants infringed on its trademarks.

American was upset that Web users who entered search terms such as AAdvantage, the trademarked name of its frequent-flier program, saw results that included links to American’s Web site but also to its rivals under sponsored links.

Google compared its policy to magazines that publish a Ford ad on the page opposite a story about Chevrolets. Yahoo said it had confidence in its policies, which allow advertisers to use others’ trademarked terms if they do so without creating “a likelihood of consumer confusion.”

A federal judge dismissed the lawsuit against Google last year. The case against Yahoo is ongoing.

- Courtesy of   Business Week

- Courtesy of Google

Negative keywords are crucial to reaching your target audience. BottomLine can supply your business with search query reports to better understand who is visiting your site and where your marketing dollars are being spent.