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ANNOUNCEMENTS

  • The new JWTSC SEO Group website has launched! Check out http://www.jwtsc-seo.com/ to view the new site..
  • Look for our latest article on Blogging in the December issue of the IHRIM Journal. Email Us for more information on how we can help you setup a Blog or RSS feed for your business.

JWT SPECIALIZED COMMUNICATIONS OFFERING FREE SEO SEIMINARS

Sean Mulholland, JWT Specialized Communications

JWT Specialized Communications, a leader in interactive marketing communications, invites you to attend one of the free nationwide SEO seminars we are conducting this Fall.

At this interactive one hour seminar you will learn how search can fit easily into your marketing budget and help drive cost-savings. We'll discuss how strong SEO rankings can impact your organization's sales and brand awareness as well as discuss trends and new technologies in search engine marketing. You'll learn about the options available when optimizing your site for search engines and how you can gain top rankings on the major engines.

Our first seminar will be held in San Francisco on November 15th, 2005. To RSVP for the seminar please fill out the RSVP form on our website. We will also be scheduling ten other seminars in cities across the United States. While dates for these seminars haven't yet been finalized, please visit our SEO Seminar Homepage for a preview of these other cities, a feel free to RSVP for them in advance to be given more information on them when the dates are finalized.

JWT SPECIALIZED COMMUNICATIONS DEVELOPS NEW TRACKING FORMULA FOR ORGANIC SEO

JWT Specialized Communications Press Release

JWT Specialized Communications, one of the world’s largest marketing communications companies, has developed a new proprietary formula to better track the success of organic Search Engine Optimization (SEO) campaigns.

Search Engine Optimization is a marketing strategy that increases a site’s ability to be found on Internet search engines and directories. The right search engine strategy can effectively impact online traffic levels, generate qualified leads, and support a company’s overall branding and online marketing initiatives. The use of this web analytics formula proves that SEO can be very competitive with Pay-Per-Click (PPC) advertising and much more affordable than more traditional online marketing methods.

Available at no charge, the formula helps estimate the value of organic search using industry standard metrics such as Cost Per Mil (CPM) and Cost Per Click (CPC), which then allow marketers to estimate the Return on Investment (ROI) of organic search campaigns. Although these are metrics that can be determined through the use of a high powered analytics suite, the JWT Specialized Communications’ solution requires no additional hardware and can be put to use without the need for any programming or IT resources. In addition, unlike analytics packages, this new formula can predict the value of SEO keywords before they are implemented.

By taking into account an advertiser’s ranking on the major search engines, down to the level of page and position, as well as the market share of the search engines a site is ranked on and the estimated searches per month of the optimized key words, this formula can gather an estimate of the impressions per month a site is getting on search engines in terms of the quantity of people who view the listing.

Both a summary and full dissertation of the formula are available at www.jwtsc-seo.com, along with more information on related services.

MARKETERS SLOW TO EMBRACE OPTIMIZATION, SAY SEARCH EXPERTS

Shankar Gupta, Online Media Daily

FOR SEARCH MARKETING TO BE effective, marketers must integrate efforts to optimize their sites for crawlers with cost-per-click campaigns, panelists said Wednesday at OMMA East. But for many marketers, optimization remains a lower priority than paid search, said panel moderator Gord Hotchkiss, CEO of search engine marketing firm Enquiro. "Search marketing can be done as a stand-alone strategy," said Hotchkiss, referring to paid campaigns. "But we don't recommend that," he added.

One reason for lag is that many companies view optimization as a nebulous expenditure that leaves them unsure of what they're getting, said panelist Alan Boughen, direct of search operations for mOne. "A lot of people still see SEO as sort of 'black magic,'" he said.

Additionally, companies that want to use optimization to drive traffic to their sites often face internal barriers. Panelist Rob Murray, CEO of iProspect, an SEM/SEO firm, said that often, companies' marketing and information technology departments aren't coordinated enough to get the job done. "Sometimes you'll get brought in by the marketing folks and they won't even consult the IT department," he said. "It comes down to organizational commitment."

Also on the panel were Chris Copeland, managing director of Outrider, and Jeremy Cornfeldt, vice president of search and affiliate marketing for Carat Fusion.

AOL BUYS WEBLOGS TO BOOST BLOG PRESENCE

Anick Jesdanun, Associated Press

America Online Inc. will inherit Engadget, Autoblog and other popular Web journals as part of a $25 million deal announced Thursday that expands AOL's presence in the blogging community and the company's potential to attract advertising dollars.

The 85 blogging sites that AOL is getting as part of its purchase of Weblogs Inc. let users read about everything from travel to technology and debate on topics like parenting and movies.

The move comes as AOL, facing drops in subscriptions as its traditional dial-up business declines, focuses more on offering free content to attract a larger audience and create more advertising space.

AOL, a division of Time Warner Inc., is paying $25 million in an all-cash transaction, said an executive familiar with the deal. The executive spoke on condition of anonymity because he was not authorized to disclose financial details.

Although Santa Monica, Calif.-based Weblogs will operate with full editorial control and independence as a wholly owned subsidiary, AOL will integrate the blogs into its AOL.com portal by linking to the best entries. Visitors to AOL's Moviefone, for instance, might see referrals to Weblogs' Cinematical blog on films.

Jim Bankoff, AOL's executive vice president for programming and products, said the company will work with the Weblogs team to create additional journals that fit with AOL's existing lineup of programming channels and new ones that emerge.

Until now, AOL's blog presence has been largely limited to giving visitors free tools to create their own blogs.

According to the Pew Internet and American Life Project, 9 percent of Internet users have created blogs and 25 percent have read them. The audience is relatively small, but readers tend to be influential, whether in politics, technology or some other sector.

The appeal of blogs, which can range from one teenager's ranting about school to an industry insider's take on the latest gadgets and trends, comes from their unfettered, conversational nature, though those qualities can also give larger companies headaches. Some Weblogs blogs, for instance, contain occasional profanity.

Weblogs' blogs, which include Joystiq on gaming, Blogging Baby on parenting and Gadling on travel, appear to have accomplished what other blogs only dream of: They make money.

Jason McCabe Calacanis, co-founder and chief executive of Weblogs, has said that Weblogs gets more than $1 million a year by participating in a Google Inc. program in which text ads are triggered by keywords on a Web page. But the company generates even more revenues from other advertising, Calacanis said, refusing to provide details.

Calacanis said advertising has sold out on 12 of his blogs through the end of the year, and the referrals from AOL's portal will expand the inventory.

"What every advertiser says to us is, `Please get us more traffic. We want to spend more money,'" Calacanis said. "That was one of the major factors" in the decision to find a buyer.

The blogs will keep their look and feel along with their domain names. Still undecided is whether they will carry a tag identifying them as part of AOL.

The agreement with Weblogs, signed Wednesday, is expected to close next week. Dulles, Va.-based AOL will now sign agreements with the more than 100 independent, freelance bloggers who produce more than 1,000 postings weekly on Weblogs' blogs.