While conducting research for a screenplay that I’m writing, I Googled a keyword phrase that happened to have the word “Jewish” in it and I noticed a PPC ad by Google™. Clicking on their ad, I discovered the following content,

If you recently used Google™ to search for the word “Jew,” you may have seen results that were very disturbing. We assure you that the views expressed by the sites in your results are not in any way endorsed by Google™. We’d like to explain why you’re seeing these results when you conduct this search.

Next is a valuable explanation, directly from Google™, about how and why their search engine works the way it does…

A site’s ranking in Google’s search results relies heavily on computer algorithms using thousands of factors to calculate a page’s relevance to a given query. Sometimes subtleties of language cause anomalies to appear that cannot be predicted. A search for “Jew” brings up one such unexpected result.

Google™ goes on to explain how ‘Googling‘ different keywords or keyword phrases produces different, and sometimes unexpected results…

If you use Google™ to search for “Judaism,” “Jewish” or “Jewish people,” the results are informative and relevant. So why is a search for “Jew” different? One reason is that the word “Jew” is often used in an anti-Semitic context. Jewish organizations are more likely to use the word “Jewish” when talking about members of their faith. The word has become somewhat charged linguistically, as noted on websites devoted to Jewish topics…

Then, Google™ makes a disclaimer for their content…

The beliefs and preferences of those who work at Google™, as well as the opinions of the general public, do not determine or impact our search results. Individual citizens and public interest groups do periodically urge us to remove particular links or otherwise adjust search results. Although Google™ reserves the right to address such requests individually, Google™ views the comprehensiveness of our search results as an extremely important priority. Accordingly, we do not remove a page from our search results simply because its content is unpopular or because we receive complaints concerning it.

Finally, Google™ outlines the conditions for when they do remove content from their indexes…

We will, however, remove pages from our results if we believe the page (or its site) violates our Webmaster Guidelines, if we believe we are required to do so by law, or at the request of the webmaster who is responsible for the page.

In all, I think this is a fascinating insight into Google’s way of thinking.

Blaupunkt speakers

Made in Europe, this is a clever Blaupunkt speaker video that uses a combination of music and primitive, animalistic basic instincts to get the message across. Click on the speaker to watch the video clip. It was sent to me by a little old lady, a grandmother actually.

Using Video to Search Engine Optimization

Another fascinating tidbit of news is that innovative search engine optimization professionals have discovered that online marketing videos, when stuffed with keywords and posted online to venues like YouTube, actually drive a lot of website traffic. Likely, this is because Google recently purchased YouTube and is working hard to dominate the search market with regard to embedded video.

Keyword Phrase Analysis

The words that you use to describe yourself and your services are not necessarily the words that prospective clients would Google as they try to find you.

An effective search marketing campaign, regardless of whether it is organic search, paid search, blogging, or affiliate marketing starts with proper identification and analysis of the semantics and laymen’s terms that your targetd clients would use to find you.

An effective keyword analysis is critical to your successful start. This is accomplished first by listening, understanding, brainstorming and research. The research is often conducted via a control PPC campaign for a limited amount of time within a defined budget.

Page optimization is defining, creating, and using your designated keywords within the critical components and tags of your website. Typical tags and places would be your <title> tag, <h1> <h2> <h3> header tags, <strong> tags, ordered lists, and unordered lists. <META> description tags are not used by search engines to find you, however, they do repeat this information in the search engine results page, which increases your conversion rate, or the likelihood that a searcher will click on your link. Little things like this are all part of Page Optimization and go a long way towards getting you ranked in your desired keywords.

Online Public Relations

In traditional public relations, the goal is to create awareness and get written about in a positive way in publications that influence your potential clients.

In other words, a traditional PR agent will develop relationships with journalists who cover your industry. Publicists will then put out press releases and make phone calls in an attempt to get these journalist to write a positive story about you. The end result is free publicity and word-of-mouth marketing.

Likewise, Online Public Relations (OPR) involved contacting webmasters, bloggers, online journalists, associations, and other people who have online influence and working to build solid relationships with these people.

The ultimate goal is the same: to encourage these people to write about you, reference your company, products, or website, and most importantly, create a link from their website to yours using your most important keywords as their anchor text.

Affiliate Marketing

Affiliate marketing programs involve paying commissions to independent marketers, contractors, bloggers, and webmasters to include banners, advertisments, and well-defined links from their website to yours. The goal, of course, is to encourage their website visitors to become your website visitors. Affiliate marketing programs involve:

• Establishing accounts with aggregators
• Developing creative banners and ads
• Conceiving ad copy to communicate your offer
• Determing the appropriate fees for conversion
• Establishing analytics to verify successful leads
• Creating and publishing an affiliate marketing policy
• Developing solid relationships with affiliates

For more information, guidance, expertise, or services with online marketing, keyword phrase analysis, online public relations, or affiliate marketing, please contact Blake Newman at Artists Cafe.