Praveen: Analytics SEO SEM Online Marketing

The Indian Internet Industry is still in its infancy & its present contribution to Overall Indian Economy is negligible. Therefore considering the present scenario the budget proposal put forward by the Ministry is quite but natural.

However my opinion is that the Indian government must be keen in helping & encouraging emerging Industries which have the potential to grow large enough to contribute growth of Indian economy.

You can get a lot of information of how budget was helpful or not helpful to the DOTCOM & Internet Industry on Alootechie & Content Sutra.

Internet Industry is a knowledge intensive industry, only knowledge workers succeed in this industry. Therefore having fringe benefit Tax, MAT, dividend distribution tax looks natural by a developing country, but country must develop a budget plan with the future in prospective. However government encouraging broad band industry would have been a step that is required for development of this industry. Leving taxes on broadband & telecoms industries will only hamper & slow down its growth as the taxes would again be passed to the end user. Telecommunication & broadband is as essential as electricity, which is a lifeline to growth of Internet Industry.

Overall the Indian budget is not very encouraging to the Internet Industry, however this is test for all the new ventures that promises great services, products to the end users. Only those businesses survive that have minimal impact from changes in government & market risks.

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Yahoo Search Marketing is very new in India after it parted ways with MSN in sometime June 2006

Yahoo launched its Ad program In India with new Interface for Advertisers to manage their campaigns and track/monitor results performance.

The Main features of YSM are:

1) Users add mainly Ads in YSM not keywords. This means that campaign is sorted by Text Ads

2) There is Advance Match (similar to broad/exact/phrase match in Adwords) & Content Match for every Text Ad.

3) Set Maximum position 1 for all Ads, this would automatically increase your CPC to give your Ad #1 on search results

4) Gives our your competitor bids and Top 3 bidders for your keyword

5) Generate daily, monthly, weekly reports on keyword performance.

6) Campaign Settings, Activate/Deactivate Campaign, Url, Category of Campaign.

7) Billing Report on predefined this month & last month stats.

The above are the main features on the YSM system. For more latest info you could visit the YSM blog

My personal opinion is that a company that is looking to compete with Google has to come with a system that is comparable by benefits & features vis-a-vis competitors.

As an Google Adwords user the main things that are visibly lacking in the system which catches your attention are:

1) No Conversion Tracking. How does yahoo justify users expenditure on their network without being able to track campaign effectiveness. This shows Yahoo is concerned about earning their revenue more than caring about users money.

2) No Advance Keyword/Ad Text editing. You cannot track down poor performing keywords & remove them. Similarly Text Ads.

3) No place for Image Ads. With content targeting options, having a Image targeting is a necessary feature.

4) No way to generate customized reporting tool. There is only a standard reports that can be generated.

5) If there are more than 1 campaign then there is no provision to find cumulative costs, clicks, bills etc..

6) There is a need to create an Ad every time your add a new keyword. This increases the time of the advertiser.

These are main features that are clearly visible in the account and definitely not helping the advertisers.

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Yahoo Pipes is definitely the most innovative product to be released in major scale in recent times.

This is a tool using which you can generate customized content by mixing RSS feeds in any order. You could send the output of one feed as input source into another.

For example you could create customized Pipes to suit your users needs and generate content that can be very useful to your audience. Hence can be a great value addition to your auidence.

Create a new section in your website where you can extract data from various related websites and create mashups and throw results to users. This data can be published on new web pages. This will help generate new unique fresh content not available anywhere on Internet and getting refreshed regularly.

Another way is to send these mashups again as RSS feeds which can be subscribed by users. These can be tracked and monitored to know its performance.

This is a wonderful tool for bloggers, webmasters who are constantly looking for fresh content to be published on their sites.

If you own a huge sites having traffic in millions you would definitely have an idea of the exact needs of your end users. These can met by creating mashups to generate most popular data users are looking for on your site. Hence you could increase the stickiness of the website.

This would be of major help to Technology NEWS sites, Real Estate Sites & all major Web 2.0 sites.

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Google is the first search engine that started giving importance to links on the web-page and efficiently used it as the measure to assess the worthiness, popularity of that particular web-page compared to other pages on the Internet.

If the patent applications filed by Google are carefully scrutinized then you would understand the depth and intensity of research done by Google on analyzing & interpreting the meaning & quality of the links.

Links & Content go hand in hand with each other. Popularity cannot be gained with just one of them.

Links should always the effect of Content and not the cause of content. This means that the purpose of links are to connect different content. Content must not be created just to propagate links.

To put it in simple words links on any given web-page have 2 essential attributes.

A) Weight
B) Direction

Direction of Links

Every content copy has a theme, there is a concept or an idea that it communicates to the user. The links on the content which lead to other documents which strengthens or compliments this content then these links have positive direction.

Similarly links to your copy on documents which have different theme are in negative direction.

This way links on documents that neither compliment or harm your copy will have directions appropriately.

Weight of Links

Every link has a weight. The weight of the link is given by its ability to catch user’s attention. There is difference in weights given to a link is present in the footer as compared to Top navigation.

The content which talks about a feature of a product links to certification of authority in the relevant section in the flow of content is given a higher value compared to certification link at the bottom of the page.

Links which are repeated more than twice in a single document will dilute its weight. Links placed on the top of the page which catches maximum eyeballs will have higher weight.

Therefore links have to placed only where necessary in the right place (proximity) with right anchor.

Out-Bound Links

Outgoing links also can affect your website greatly. Linking to sites which have higher theme strength and authority can help increase the theme of your web page content.

Always ensure that your out bound links have positive direction.

Anchor Text

Anchor Text can be keywords, but carefully ensure that you do not overdo the use of keywords. Always use stemming in keywords such as key word, keyword, keywords, all keywords, many keywords, key term, key terms, key term.

Description around anchor text is as important as the anchor text itself.

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Google now is providing the quality score information to their advertisers which were not revealed to advertisers before.

This new feature of displaying quality score for each keyword in search campaigns helps advertisers tweak their combination of keywords, Ad texts in their ad groups for improve quality and reduce their minimum bid thereby reducing their overall costs.

The feature shows Great, OK, Poor against each of the keywords listed in the search campaigns.

The various ways to optimize the campaigns for better performance are:

1) Remove all Poor keywords in an ad group and place them in new Ad group.

2) Create Dynamic Ad texts for these Poor keywords or use these keywords/synonyms in the Ad text.

3) Change the communication of these Text Ads. For Example from Buy the Product to View the Product or Get Benefits by using the Product.

4) Search for these Poor Keywords on Google.com and see the Ads that are running. The Ads displayed in Top position can be assumed to have good communication.

5) Similarly OK keywords of the same theme can be grouped together. The Ad text can be modified by including the keywords and comparing Top Ads in the search results.

6) Landing page can be changed to have similar communication as the Ads themselves.

7) Keep trying new combinations of Text Ads at regular intervals to get maximum results.

Perform SEO for landing pages with Title, Meta, Alt Tags with Keywords present in the Ad Group which are landing on this web page. For more detailed discussion please visit Webmasterworld. Keep different landing pages for different AD groups.

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