Search Engine Optimising

All about Dynamic Views for Readers - Blogger Help

Friday, April 15, 2011

All about Dynamic Views for Readers - Blogger Help: "column"

What does the future of display advertising look like?

Thursday, September 30, 2010

As you know by now, we're investing significantly to make display advertising better for users, advertisers and publishers. Display advertising really is at the heart of what we're doing at Google these days. 99 percent of our top 1,000 clients are now running campaigns on the Google Display Network. And last year, they increased their spending on display advertising by over 75 percent.

Today, we explained why we think display advertising is about to go through the biggest and most important revolution in its history. We made seven predictions about where display advertising will be in 2015:

50 percent of ad campaigns will include video ads bought on a cost-per-view basis (that means that the user will choose whether to watch the ad or not, and the advertiser will only pay if the user watches). That's up from very little today.
Today, advertisers are starting to deliver ads that are tailored to particular audiences. Many are using real-time bidding technology, so that they can bid on the ad space that they think is most valuable. In 2015, 50 percent of these ads will be bought using this real-time technology.
With smartphone growth skyrocketing, mobile is going be the number one screen through which users engage with advertisers' digital brands.
Today, the "click" is the most important way that advertisers measure their display ad campaigns, but it's not always the best measure—especially if an ad campaign is designed to boost things like brand awareness or recall. With new measurement technologies emerging, in five years, there will be five metrics that advertisers commonly regard as more important than the click.
Just like most news articles on the web today can be commented on, shared, discussed, subscribed to and recommended, in 2015, 75 percent of ads on the web will be "social" in nature—across dozens of formats, sites and social communities.
Rich media formats work. They enable great creativity and interaction between users and advertisers, but today they only represent about 6 percent of total display ad impressions. That will increase to 50 percent, for brand-building ad campaigns.
All the investments that are making display advertising smarter and sexier will help publishers increase their revenues. Display advertising is going to grow to a $50 billion industry in five years.

We also wanted to visualize the face of the display advertising revolution, so we demonstrated four exciting new technologies:

We demonstrated some new video ad formats we've been testing on YouTube that we're calling "TrueView." These will roll out later this year. These ad formats give people the option to skip an ad if they don't want to watch, or to choose from multiple ads the one they want to watch. Importantly, advertisers only pay if the user chooses to watch their ad.
We showed some of the things that are becoming possible with our new Teracent technology. This technology can dynamically alter the creative elements of an ad in real-time to make it more relevant and effective, depending on factors like geographic location, language, the content of the website and the time of day.
You might be familiar with Google Goggles, a way to search the web on mobile devices just by taking a picture. We gave a preview of some experimental uses of Google Goggles that could one day enable advertisers to deliver great display ads to users. Imagine pointing your phone's camera at an ad for a car in a magazine, and having the car appear in 3D in your mobile device. Or pointing at a movie poster and having the movie trailer play in the device, right in your hand. No QR codes, no downloads!
We even showed a fun example of what rich media can do—our speech was broadcast live in a number of expandable ad units across the web, and was updated with tweets in real time.

We think that display advertising has a pretty exciting future and we'll continue our work to make it even better. Thanks to everyone who came along to watch in New York, or who tuned in online. If you didn't get a chance to see it, our speech will be available here later today.

Source: http://googleblog.blogspot.com/

Can Youtube Be Used To Generate New Business Sales Leads?

Thursday, August 5, 2010

The clear answer is yes. The question is why do most companies avoid using YouTube, or if they do start to use it, usually neglect to maintain and optimise their YouTube channel? Why do marketing managers not integrate the use of video as part of their social media strategy?

Maybe the reason is that a lot of businesses see YouTube purely as a place where individuals can gain traction, but companies but can't cut it. I want to dispel that myth in this post and explain what it takes for a business to do well on YouTube.

Remember when you're building a channel on YouTube you're not just planning to get people to find your business through YouTube. Since Google bought YouTube it's been including videos increasingly more in it's search engine results pages (SERP) and with the fragmentation of the SERP due to universal search, adding the use of video to your social media strategy is definitely a must!

Let's look at some case studies where companies have successfully used YouTube as part of their social media strategy.

(Note: I deliberately tried not to include big brands in these case studies – we haven't all got the budgets of Nike or Google!)

www.ehow.com

This company produce 'How To' tips and advice on just about anything you'd care to mention. They have successfully built you a strong fan base on YouTube. Their videos are well presented, but by no means has their been expensive production costs. The people in the videos come across as very knowledgeable about their particular field of expertise. Ok, so you might think this company is custom fit to produce videos – no so. If you look at their website for an example, let's say How To Build a Light Meter this is all text, no video in sight.

YouTube Optimisation

Given that YouTube has over 90 million visits a day (in the US alone) – why do most marketing managers ignore this valuable website as part of their social marketing campaigns?

What Exactly Is Youtube?

Seems an unnecessary question – surely it's a video sharing website and a repository of online videos?

Correct but it is also a search engine. In fact with 80 million visits a day it is the Number 2 search engine on the internet.

So, apart from music and comedy videos, people use YouTube to get more serious information and education. This means that by optimising their video content business marketers can make sure their product or service is easily found and gets lots of views and drives more website traffic.

The broad factors controlling the Youtube search engine rankings fall into three broad areas as follows:

1. On-Page SEO Factors:

Videos need to be optimised in a similar way to website pages. However, instead of meta data and body copy, it is important to ensure that keywords appear in the title, description, and tags.

2. Off-Page SEO Factors

Just as with a website there are many of these. A major one is inbound links. A YouTube videos should have external links with keyword-rich anchor text pointing to gain authority.

3. Community Interaction Factors

In addition to links and the age of each video, YouTube also measures a video's authority based on the interaction that takes place in the interest community or the category in which it is indexed. This means the number of views, ratings, comments, and other interactions. So to have a chance at achieving SEO success in YouTube, the video content must be interesting, engaging, and compelling enough to make people watch it, rate it, and comment on it.

So does your SEO strategy include YouTube? If not it definitely should.