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In this issue:

FEATURE:
When Web Analytics and Email Marketing Collide

BACK TO BASICS:
The Search Engine Family Tree

THE USUAL: Coverage of this month's
hot topics, shuffles, shindigs, attaboys and word on the wire.

BACK TO BASICS: The Search Engine Family Tree

Information doesn't exist in a vacuum and neither do search engine indexes. In order to get the most out of your search engine marketing efforts, you need to know how each of the engines interact with each other. Useful for both organic search engine optimization as well as pay per click advertising, Bruce Clay's Search Engine Relationship Chart ® is a map to the ecosystem of the engines, ad networks and important directories on the Web.



Hot Topics

Search Engine Land Watch

FEATURE: When Web Analytics and Email Marketing Collide
Merging your Web analytics and email marketing data isn't a new concept, but it is an under-explored one. Combining both data sets is a powerful way for marketers to harness the information and to develop a better understanding of their customers. The result is that marketers learn valuable insights into their customers' history, leaving them better able to predict future actions.



It's no surprise that the story that captivated and consumed the industry's attention this month was what would Danny Sullivan do once he left Search Engine Watch at the close of November, and how would Search Engine Watch respond? It was a story that got increasingly heated as the month rolled on.

It was during his keynote presentation at November's PubCon that Danny Sullivan first revealed his post-Search Engine Watch plans. Much to our delight, he announced that he would pen a new search blog entitled Search Engine Land, a blog that seemed to mimic Search Engine Watch in both form and cast members.

Danny's first post over at Search Engine Land revealed that Chris Sherman and Barry Schwartz would be joining Danny and sharing in the blog duties.

Shortly after Danny's post, Barry commented over at Threadwatch that he and Chris Sherman would leave Search Engine Watch in order to join Danny at his new venture full time. Barry, who was not under contract at Search Engine Watch, followed Danny over at the end of November, while Chris Sherman will join them in January once his contract expires.

Community Reaction

Predictably, the news spurred heartfelt reaction in the search community. No one had expected Chris Sherman and Barry Schwartz to end their time at Search Engine Watch, especially since it was thought that Chris was being groomed to be Danny's successor. It was an undeniable blow to the Search Engine Watch brand and had us all asking: What was Incisive thinking?

InsideGoogle's Nathan Weinberg echoed our sentiment and Andy Beal commented R.I.P Search Engine Watch, asking readers if they'd pick a favorite or if they'd read both.

But the hits just kept on coming. Just before the Thanksgiving holiday, Danny announced that Search Engine Land wasn't done recruiting Search Engine Watch team members. Also joining Danny's new cast were former Search Engine Watch correspondents Phil Bradley, Bill Slawski, Jennifer Slegg, Brian Smith and Greg Sterling. The news found Search Engine Watch losing two of its three editors and a slew of its most respected blog correspondents.

As November ended, we said a heartfelt goodbye to Danny Sullivan, welcomed in a new regime at Search Engine Watch, and anxiously awaited the launch of Search Engine Land on December 11. Our early predictions say Search Engine Land will find a strong audience by 2007's second quarter and Search Engine Watch will be faced with a costly ultimatum: Evolve or die.


Shuffles

There was a lot of moving and shaking this month as we learned Danny Sullivan would be taking most of the Search Engine Watch team with him when he said farewell at the end of November. Saying goodbye to Search Engine Watch are Chris Sherman, Barry Schwartz, Phil Bradley, Bill Slawski, Jennifer Slegg, Brian Smith and Greg Sterling.

In other shufflings, Jason Calacanis gave the industry a surprise announcing he was leaving AOL, Randy Falco replaced Jon Miller as Chairman and CEO at AOL, and Valleywag editor Nicholas Douglas was asked to leave as part of Valleywag's new redesign. And as the month closed, TechCrunch experienced some shakeups, Marshal Kirkpatrick left for other ventures and Natali Del Conte was brought on board in his place.

Ex-Rocketboomer Amanda Congdon took positions at both ABC News and HBO, while Ross Levinsohn left Fox Interactive, and Yahoo Publisher execs Bill Demas and Will Johnson announced they would both step down.

Internationally speaking, Andy Jonesco was named senior VP of audience at AOL UK, and Annelies van den Belt stepped down as the Telegraph's new media head.

In mergers and acquisitions:

  • MarketingSherpa was acquired by MarketingExperiments
  • Yahoo paired with Vodafone UK to deliver targeted advertising, acquired Bix, launched a food site, began matching souls, and bought mobile company Kenet Woks.
  • News Corp bought a 7.5 percent stake in Australian John Fairfax Holdings, the country’s second-largest newspaper publisher
  • Australian TV and online media company Seven Network partnered with Kohlberg Kravis Roberts & Co. to form Seven Media Group.

Shindigs

November was a busy month for search folk. At the beginning of the month, a record breaking 11,000 marketing professionals headed off to New York for Ad:Tech. If you were in town, we hope you had a chance to catch Bruce speaking at the Fireside Chat with Dana Todd. Lots of great SEO topics were discussed and you can find a complete rundown on the Bruce Clay blog.

If you couldn't make it, but watched from afar, we hope you found Lisa's session recaps both information and entertaining. If you missed any, we invite you to check out the Ad:Tech New York 2006 sessions archive.

Following right on the heels of Ad:Tech was WebmasterWorld PubCon in Las Vegas, which featured four impressive keynotes and information-packed sessions.

Now that we're moving into December, all eyes are on SES Chicago. Bruce will be speaking at the Organics Listing Forum, so make sure you catch that (and stop by the booth to say hello). You'll also want to keep your eyes on the Bruce Clay, Inc. blog as Lisa will once again be acting as our roving reporter.

And because SEOs know how to party, SEW has posted the official SES Chicago 2006 Party and Events schedule to let you know where all the cool kids will be partying.

Our International readers should make time for the SEOToolSet™ training course coming to the UK on 8-9 January 2007 and the Australian course on 12-14 February 2007. If you haven't registered yet, now's your chance: UK Training and AU training.


Attaboys

David Sifry posted his quarterly State of the Blogosphere, which found the blogosphere had broken the 57 million mark, with 3 million blogs debuting between July and September.

Google Base celebrated its first birthday this month, causing Lisa to take a deeper look into the service.

In other good Google news, stockholders were impressed after shares of Google stock passed the impressive $500 a share mark, and Google Checkout got into the spirit of the holiday season announcing they would add $10 to every $30+ charity donation. Way to go, guys.

Finally, congratulations to Bigmouthmedia for winning the Best Use of Search Marketing award at the 2006 Interactive Marketing and Advertising Awards.


Word on the Wire

Rumors broke this month that Google would officially launch its radio ad program by the end of this year, was being groomed to become a TV adjunct, and that they would partner with Clear Channel to advance their push into radio.

The biggest Google rumor of all came when a top secret, invite-only CPM ad network nicknamed the Google Display Advertising Network was discovered. The ad network is said to cater to Fortune 1000 companies, which buy advertising to build a brand, rather than sell a product. Though we know of at least one advertiser who has received an invite, Google still won't acknowledge its existence..

There's also talk that Verizon is about to sign a content deal with YouTube to put the site's videos on mobile phones and TV.

If you have any questions or comments on any of the articles above or if you would like to suggest topics for future search engine optimization articles, please contact us at Bruce Clay, Inc