Worth a look if only at the examples of before & after copy aiming to :
"1. Make the copy more inviting.
2. Draw visitors into the fireplace experience.
3. Don't just give features... give benefits, too.
4. Make the sale before sending them to the dealer.
The Pay or Not-to-Pay Conundrum... SEO whether paying a pro or in house all costs.... research, knowledge, time, site design, monitoring & worrying- all have a cost & ROI should be calculated...
The Pay or Not-to-Pay Conundrum: "The Pay or Not-to-Pay Conundrum
Kevin Ryan answers the most taboo question in search marketing today: Can a search marketing program be successful in skipping search engine optimization to just buy paid listings and vice versa?
By Kevin Ryan, iMedia Search Columnist
I’d like to end the debate on which form of search is best, paid or unpaid, with some common sense: Nothing in life is free and all search is paid."
Though marketers primarily view search as either paid or unpaid, search can be placed into three distinct categories with bid-for-placement listings and organic optimization on each end of the spectrum and paid inclusion blurring the lines in the middle.
1) Search Engine Optimization (SEO)
Also called, natural, editorial, or organic search
Effected by site architecture, interpreted relevance
“Pray for Positioning”
Pros: static fee structure, perceived as an unbiased information source by users
Cons: no guarantee of positioning, long delay to impact, messaging is static
Each time I refer to SEO as “Pray for Positioning” I get a laugh. Search Engine Optimization got a bad name with many advertisers due to its lack of measurement and long time frame to see any impact of optimizing efforts. Additionally, many specialized firms purported to have technology that could fool search engines which often led to “penalty box” third page listing positions for advertisers. Of course, measurement has improved over the years and with click costs skyrocketing in a crowded pay-for-placement arena, site optimization is looking better all the time. Still, only one thing is certain with SEO, there are no certainties in SEO.
2) Paid Inclusion
LookSmart, Inktomi
Effected by interpreted relevance, refresh factor
“Pay to be there”
Pros: no keyword bidding, appears near “editorial listings”
Cons: no guarantee of positioning, URL-based fee structure adds up quickly for big sites
The paid inclusion model has baffled many advertisers. It is not pay for placement, and is not of the same ilk as SEO. Think of paid inclusion as listings in the middle. Whether paying for inclusion in directories on a URL basis or cost-per-click structure, this model offers the “best balance of a listing appearing natural” according to eMarketer’s July 2003 online advertising tactics report.
No good deed (or search marketing opportunity) goes unpunished and the natural appearance may be its downfall. Big providers have begun to move in the direction of changing these listings to “sponsored” after attacks from consumer organizations suggested these listings should be clearly labeled as advertisements like pay-for-placement listings.
– Pay For Placement
Google Ad WordsTM, Overture, FindWhat, Kanoodle, Looksmart
URL listing bid environment
“Yellow Pages of the Web”
Pros: real time results, guaranteed positioning
Cons: keyword cost volatility, possible negative connotation
Concludes: In the utopian search marketing society, the needs of your constituents are met simultaneously with the needs of a search engine. This is a world where happy agencies work together within their respective disciplines in unison for the ultimate benefit of the advertisers they represent. Part of the problem with search lies within the many firms an advertiser may need to execute such programs. Where does this search responsibility ultimately rest?
posted by Jen @ 8:58 AM
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