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In this issue:

FEATURE:
Improving Search Marketing Efforts with Analytics

BACK TO BASICS:
Successful Site Architecture and Design: Part 2

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


FEATURE: Improving Search Marketing Efforts with Analytics
In the March 15th newsletter, we covered some of the basic information involving analytics and its impact on search marketing in an article entitled Search Marketers Need Web Analytics. My goal at the time was to lay a foundation for our readers to grow from. Today’s article will cover a number of more advanced topics and exercises for strengthening the information exchanged between analytics and search marketing.

BACK TO BASICS: Successful Site Architecture and Design: Part 2

In part 1 of this article, we discussed the importance of planning your site's architecture, much like you would get together with an architect to plan out the building of your new house. In part 2 we will discuss what your content should contain, how you should plan out your linking structures, and how to keep customers happy by making your site trustworthy and solving any problems that might come up.


Hot Topics

Have you heard the news? Bruce Clay, Inc. is launching its very own WebmasterRadio show beginning April 16! It's been some time in the making, but with the launch date looming large it's finally time to share the word.

Introducing SEM Synergy

The show is called SEM Synergy and will be airing on everyone's favorite webcast station, www.WebmasterRadio.fm Wednesdays at noon PST. The 30-minute show, hosted by Bruce Clay plus occasional-hosts Susan Esparza and Robert Esparza, will feature developing topics and news in the industry, answers to listener questions, and insight from experts.

The focus of the show really comes down to how the various fields of search engine marketing can be integrated for a successfully-optimized multi-platform campaign. What must marketers consider to make sure their PPC, SEO, local search, email and other online marketing campaigns are working together? How can we be sure that any one aspect of the campaign complements the others? Covering the intersection of branding, design, SEO, PPC and analytics should make for some thought-provoking discussion.

And when some of those thoughts and questions hit you, we want to talk about them, too. One of the exciting parts of the show will come from the questions and comments our listeners submit. Because much of the show will be pre-recorded, listeners won't be able to call in with questions, but you can email them. Whether it's about industry news or events or new tools or controversial tactics, just shoot your comments/questions over to semsyergy@bruceclay.com.

Of course, what radio show would be complete without the input of expert guests? Coming up on the show we've got Jim Sterne of the eMetrics Marketing Optimization Summit, Adam Audette of AudetteMedia and moderator of LED Digest, and small business and non-profit SEO, our recent charity contest winner Ryan Freeman. Hearing from some of the top industry professionals and field experts is sure to help us look at our profession and what we consider part of our job in new and complex ways. If nothing else, it's always cool to hear smart people talk about the things they know best.

Speaking to an audience of novices and veterans alike, SEM Synergy will offer SEM professionals a one-stop weekly digest for news, tactics, and trends.


Shuffles

The first two weeks of April have brought a number of high profile shufflings. This month Daniel Stickel left Google to become the CEO of WebTrends, Will Pendergast joined Range Online Media, ex-Yahoo Senior Vice President Tim Cadogan signed on as the CEO of OpenX, Peng Ye joined Baidu as their new COO, former CitySearch CEO Briggs Ferguson joined Idearc, and Google chef Josef Desimone joined Facebook.

In leavings Google's CIO and VP of Engineering Douglas Merrill left to join EMI, Ian Rogers resigned from Yahoo Music to become the CEO of music startup Topspin Media, and Minic Rivera stepped down from 901am.

In blogging shuffles, Thord Hedengern became the editor of Blog Herald and blog directory Best of the Web hired 30 former DMOZ editors.

Sphinn, the industry's leading social news site, welcomed two new moderators: Brent Csutoras and Jeff Quipp.

Other movers and shakers this month:

  • Google announced that Google Docs can now be used offline, officially launched sliding/scrolling text ads and the Google App Engine, and began testing middle of the page one box results.
  • Yahoo acquired the IndexTools Web Analytics platform, launched Shine - a new vertical targeted towards women aged 25 to 54, upgraded its mobile one search platform, and announced they will be testing Google paid search ads for the next two weeks.
  • Microsoft now allows users to request to join their pilot ContentAds program as a publisher.
  • AOL launched the AOL Tech sub network brand.
  • Geary Interactive acquired the SEO company Fathom.
  • Flickr launched Flickr Video.
  • Aaron Wall released a rank checker tool Firefox plugin to check various keywords against results on Google, Yahoo, and Microsoft Live.
  • Popular classified site Craigslist started a blog.
  • Facebook launched Facebook Chat.
  • Twingly, a new blog search engine that will use new tactics to prevent the indexing of spam blogs, launched in Europe.

Shindigs

Ad:Tech San Francisco kicks off on April 15-17. If you're going to be at the show, you can catch Bruce speaking on the Tactical SEO Workshop panel on Thursday afternoon. We'll also be sending Bruce Clay editor Susan Esparza to liveblog many of the sessions. You can find her Ad:Tech San Francisco 2008 liveblogging schedule by checking out the Bruce Clay, Inc. blog.

Following Ad:Tech will be Small Business Marketing Unleashed on April 22-23, SMX Social Media Marketing on April 22-23, SphinnCon North Carolina on May 2, eMetrics in San Francisco on May 4-9, a Search Engine Strategies-sponsored training program in Denver on May 6th, and the free social media marketing event Blog Carolina kicks off in North Carolina on May 9.

We'll be providing liveblogging coverage for both SMX Social Media Marketing and the eMetrics Summit, so keep your eyes on the blog for our full coverage schedule for these events.

Looking ahead to June, SMX Advanced will take place on June 3-4. You can find the full SMX Advanced agenda has been released and includes keynotes by Microsoft's Kevin Johnson and Google's Matt Cutts.

Programming Note: The Bruce Clay, Inc. UK SEO Training class originally scheduled for November has been rescheduled to 9-11 September. These are the confirmed dates, so if you're hoping to attend, make sure to reserve your seat today. Space is likely to go fast.


Attaboys

MarketingPilgrim announced The 3rd annual Search Engine Marketing Scholarship Contest is coming soon. We're proud to announce that Bruce Clay's Lisa Barone has been asked to serve as an expert judge for the contest and we'll be donating a free one year subscription to the SEOToolSet to the skilled winner. Andy Beal is still accepting sponsorship opportunities if you'd also like to contribute to the cause.

Search Engine Journal reported that Google now controls 69 percent of the online advertising market.

Google took the moral high road and sold the SEO arm of Performics, Google Grants celebrated its 5th birthday, popular industry blogger Donna Fontenot opened up her blog to guest authors looking for exposure, and David Wallace was crowned the winner of the SEOs Fight Fat For Charity weight loss competition.


Word on the Wire

In the rumor mill, TechCrunch reported that Google may buy Skype from eBay, while Search Engine Watch asked if Google [was] Looking To Kill Affiliate Marketing after hearing that they'll be holding on to the affiliate marketing portion of Performics.

In the continued Yahoo/Microsoft saga, the Wall Street Journal speculated that Yahoo was talking to both AOL and NewsCorp about striking a deal to keep Yahoo out of the clutches of Microsoft. Meanwhile, Microsoft says if Yahoo doesn't accept their offer for acquisition in the next three weeks, they'll seek other means to acquire the company.



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.