Thinking Outside the Search Box
By Mary Ellen Bates, Guest Writer
Search Engine Watch

Dave's Comments: What an interesting, informative article on how to get the most out of an informational search on the Web that utilizes ALL of the available information that is typically returned on most SERP's (Search Engine Results Page).

"Sometimes, looking beyond search engines is the best, if not only way to find the information you're looking for.

I call this information sleuthing approach thinking outside the search box. To do this effectively, you need to use different thought process and search strategies, especially with the steps you take after using search engines.

As an example, say you're looking for information on trends in the U.K. market for Internet phones, otherwise known as VOIP (voice over Internet protocol). I actually did this research for a client recently. Here are the steps I took."

Read the entire article by clicking on this link:
http://searchenginewatch.com/searchday/article.php/3523241

A New Form of Local Search Optimization, Parts 1 and 2
BY Justin Sanger
Clickz

Dave's Comments: Very insightful look into the re-emerging world of local search, and what small businesses that depend on local traffic need to do about it - a must read for the small business owner!

"Most of us understand local SEO (define) strategies on traditional search engines such as Yahoo! and Google. We've done this form of local SEO for years.

The process typically involves geographic-based keyword analysis. Business locations are segmented into neighborhood, Zip Code, city, county, state, region, and other geo-qualifying derivations. Unique Web site pages serve as geobased entry points to capture local consumers searching for local businesses. Authoritative geobased external linking strategies serve to anchor a business location and relevancy.

In the next few years, we'll see a significant rise in small business adoption of Web sites and Web site marketing solutions. These all require local Internet marketing. Understanding how to employ a local SEO strategy will become fundamental for Internet marketers servicing small businesses.

But don't get too comfortable with what you already know about local SEO. A new form of local SEO is being thrust into the mainstream. It requires different methods and tactics. In this two-part series, I'll address strategies underlying a new form of local SEO."

Read Part 1 by clicking on the following link:
http://www.clickz.com/experts/search/local_search/article.php/3517776

Read Part 2 by clicking on the following link:
http://www.clickz.com/experts/search/local_search/article.php/3521416

Write Captivating Case Studies in Three Simple Steps
by Jonathan Kranz
MarketingProfs.com

Dave's Comments: Really well done, brief article hitting all of the key points needed to create compelling case studies. Plus Jonathan provides an almost "fill-in-the-blanks" case study format for you to follow!

"Case studies are the written equivalent of the in-person demonstration, an opportunity to illustrate your product or service in action. The more complex or abstract your offer (attention, all "solutions providers" out there), the more valuable your case studies become: their specificity has the power to cut through the fog of business rhetoric.

Better yet, they allow your prospects to see themselves in your customers' shoes, encouraging them to imagine what it would be like to enjoy the benefits of working with you."

Read the full article at:
http://www.marketingprofs.com/5/kranz5.asp

Finding Powerful Keyword Phrases with Google AdWords Broadmatch
by Shane Pike - Three: Twenty Interactive
Search Engine Guide

Dave's Comments: This is a great overview of the value of using the default "Broadmatch" keywords setting when first creating a Google Adwords ad, then viewing the results of these searches in the "referring URL" section of your Web site log to harvest the "hidden gem" keyword phrases your potential Customers used to find your product/service when searching on Google.

"If you've been around web marketing long, you know how effective Google AdWords can be at getting lots of qualified traffic to your site. But did you know that it's also a very powerful keyword research tool? If you know how to use it, there's not another resource today that provides capabilities as rich and as accurate as AdWords."

Read the entire article by clicking on this link:
http://www.searchengineguide.com/articles/2005/0712_rc1.html

Putting Spring in Your Ka-ching: 10 Direct Mail Tips
by Steve McNamara
MarketingProfs.com

Dave's Comments: What do 10 tips to improve Direct Mail response have to do with Web Marketing? You'd be surprised! Read what AdCracker.com email newsletter subscribers told Steve McNamara - many of the tips include an online component...

"Every year we conduct a survey of AdCracker.com's subscribers to identify ways that marketers are squeezing more sales from their budgets. Here are some learnings from this year's report:

1. Make stronger offers

The old maxim is, "The more you give the more you will get." Most understand that to mean more sales flow from 25 percent off than from 10 percent off.

But "giving more" does not have to mean "spending more." It does mean creating offers and promotions that are useful or interesting to prospects."

Click on this link to read the entire article:
http://www.marketingprofs.com/5/mcnamaraS1.asp