Author Archives: Josh

Twitter Local Trends Improves Relevancy to Social Search

Posted on 28 January, 2010 by Josh

Twitter has just recently released an important update to their trending topics by giving users the option to go local.

twitter-local-trends

As explained on their blog, Twitter trends ‘began as a way to shed light on popular conversations’. It’s great being able to discover what’s happening in the world. It’s even better if you can only find out what is happening in your own backyard. Half the time trending topics were irrelevant, mainly because the Australian Twitter community is so much smaller compared to the US or the UK. Big news & events that took place in Oz (or even just in Sydney) were reduced to a whisper in a sea of voices. But this latest functionality sends this whisper right next to your ear. Hear! Hear!

Twitter Local Trends vs Google Social Search

As the next step towards social search, Local Trends on Twitter can be more relevant than Google’s Social Search, where search engine results are personalized based on your social circle of friends.

Twitter local trends taps into the national consciousness. When you’re looking for current events that are taking place locally, it doesn’t help if Google is pulling information from Facebook profiles where half your friends may live somewhere else.

Applications of Twitter Local Trends

Just yesterday, the train tracks across Sydney experienced heavy delays during peak hour due to multiple signal failures and lightning strikes on the Blue Mountains line. This had to happen on the day where all my tasks were completed before close of business which meant leaving work 15 minutes early. But eventually the ride home took longer than expected.

If only Local Trends had rolled out a day earlier. If only Twitter’s trends already had targeting abilities to Sydney, Australia (they are still working on this, by the way). There would have been a chance of hearing about the train delays before leaving work. I can imagine the trending topics on Twitter just before shutting down my computer:

  • #Cityrail
  • #Trainfail
  • ‘I dislike Cityrail very much’
  • The list goes on.

Drinks at the pub would have been a better use of my time instead of waiting on a cramped platform only to stand in a stuffy, overcrowded train.

Suggested Improvements to Twitter Trends

As a platform that aims to be an information network and not just another social network, it will be exciting to see what further improvements will come moving forward.

Additional relevancy is possible if the conversations themselves could be filtered specifically to the location selected, either through the user’s profile information or through the IP address where the tweet was sent.

Using #Haiti as a resonant topic in the local, national and global sphere, it is challenging for one in Australia to discover on Twitter what people were doing locally to help those in need.

haiti-trending-topic

The tweets about Haiti written in Spanish or Japanese are not relevant to a native English speaker either. Being able to filter by language, would also be helpful.

What other improvements do you think can be made to Twitter Local Trends?

Posted in Social Media, twitter | Tagged , , , | 1 Comment

Import Google Analytics Goals to Adwords in 5 minutes

Posted on 29 September, 2009 by Josh

Some time ago Google announced that Adwords advertisers can now import Google Analytics (GA) goals to their Adwords account. This feature allows advertisers to use Adwords Conversion Optimizer even if they are only tracking conversions through GA goals. Secondly, if you don’t already have Adwords conversion tracking, you can now start to measure your SEM performance more effectively with conversion rate and CPA (cost-per-acquisition) data available in the Adwords interface. I recently set this up for a client and it started to collect and display conversion data on Adwords after a few days. It took me less than 5 minutes! Here’s how:

1. Link your Google Adwords & Analytics Accounts

You’ll have to link your Google Adwords and Analytics accounts before anything else, and also have at least one active goal in GA that is already tracking conversions through PPC. This is important – if your active goals haven’t tracked any conversions or transactions yet, the option to import your GA goals in the Adwords interface won’t appear in the account.

2. Link your Google Analytics Goals & Transactions

In the Conversion Tracking section of your Adwords account, you should now see a message saying “Google Analytics Goals and Transactions are now available”.

conv-tracking-link-goals

Eureka! Link your goals, and proceed to the next step.

3. Specify Action Name and Tracking Purpose

Think of a relevant and descriptive action name for each of the Analytics goals that you want to track.

link-analytics-goals

As the goals I wanted to track involve downloading a programme or emailing the client, I used action names like ‘Software Download XYZ’ and ‘Email XYZ’ to describe each goal. Next, specify the tracking purpose of each goal.

link-analytics-goals-1

It is vital that the correct tracking purposes are assigned to each goal, as this will appear when conversion reports are created in the Adwords Report Centre. For a website tracking multiple goals/actions, this can help advertisers see where each transaction type achieves the best performance at the campaign, adgroup and keyword level.

With the action name and tracking purpose correctly assigned, all you have to do now is link the goals!

link-analytics-goals-2

4. Accrue Conversion Data & Start Testing

link-goals-successful

You should then be sent back to the main Conversion Tracking page, with your new goals successfully linked! You now have better measurable data to optimise your Adwords account in line with targets and sales goals.

Google says it takes about 24 hours before conversions start appearing in your Adwords account. But do not stress if conversions still are not showing after this time, even if Google Analytics says otherwise.  I waited 48-72 hours before any goal conversions from GA started showing in the Adwords interface. I cannot figure out the reason for this other than to assume that it takes a while for data to be sent through from Analytics to Adwords.

Good Luck!

Posted in SEM | Tagged , , , , | Leave a comment

Great Online PR Starts with SEO & Keywords

Posted on 27 November, 2008 by Josh

Let’s throw some numbers out there:

  • 91% of journalists use search engines to research stories (Pew Internet & American Life Project, March 2007)
  • 98% of analysts use search to research and find news (Forrester Research, 2006)
  • Seven out of 10 people initiate their Internet experience with a search, and 49% of people use search daily to find information online (Pew Internet, August 2008)

Search engines are part of everyday life. While most PR specialists have heard of SEO, for them it’s just a way to get media releases ranking well on search engines. But it can be so much more than that.

Harnessing the power of Search

Search engine optimisation can help you gain quick wins by increasing positive brand visibility – if you do it right. As brand reputations are increasingly shaped by search engines, communications executives must look further than just optimizing media releases. There are also blog posts, corporate websites, social media sites and other online assets. Incorporating a holistic search optimisation strategy for the aforementioned can:

  • Increase the exposure of assets
  • Connect clients to key stakeholders
  • Increase brand awareness
  • Drive more traffic to corporate websites
  • Generate sales leads.

And the best thing about SEO? All PR specialists need to do is what they do best: words.

Well, not simply words… But keywords

Keywords are what search engine crawlers look for when someone types a query into a search engine.  Optimizing PR material for words that people are searching for is paramount, and this starts with keyword research.

Keyword Research

The first step begins with the discovery phase – what are the objectives of this PR exercise? Who are you speaking to? What are their preferences? Recognizing these factors will put you in the right state of mind when you next start identifying possible phrases that consumers use when searching for particular products or services.

During this phase, think of both broad and specific words that are relevant to the brand in mind. There are a number of keyword research tools out there to help you, though none are perfect just yet. So it’s always good to use multiple tools to compare different keywords that are generated. Here are some free tools that are out there:

It’s easy to drown in hundreds, even thousands of keywords at this point. To counter this, moderate your list only include the ones that are highly relevant. You won’t be able to include every last keyword in your PR communications anyway.

Optimising your PR content for Search

Integrating keywords into your PR material is more than just sprinkling them in your content after writing a press release. SEO should be considered from the start. Here are some rules of thumb:

  • Ensure keywords are strategically placed in your headlines, sub headings, and body text
  • Avoid keyword stuffing. Search engines are good at detecting poorly optimized content, and may sometimes regard this as spam
  • Add relevant, keyword optimised tags. Tags are a great way to organise and classify your PR releases or blog posts whilst creating an extra layer of context for both search engines and consumers
  • Where possible, add keyword rich links within your articles
  • Give each article, blog post, media release its own unique page with a keyword optimised URL – just like this blog post. This is not only beneficial to SEO, but lets you track the exact amount of traffic or sales gained from each PR effort

Sound easy? Keywords are just the beginning. It gets more complicated when you’re trying to manage a crisis, which will be covered in the near future. In the meantime, I’d love for you to share any ideas relevant to this topic.

Posted in public relations, Reputation Management, SEO | Tagged , , , , , | Leave a comment

Google Maps tag team with Sensis Yellow Pages – a massive swallow of pride?

Posted on 4 November, 2008 by Josh

Just announced yesterday was the partnership between Sensis Yellow Pages Online and Google Maps starting from the first quarter of next year. This would have definitely come as a shock to other major online media networks in Australia. But this decision marks the next step to deliver better quality information to the online Australian user – and it’s about time!

And it’s refreshing to finally see at least one of the online media players in oz keeping their ego in check. The Sydney Morning Herald states it as Sensis admitting defeat to Google, since Whereis.com.au (part of Sensis) directly competes with Google Maps in Australia. Maybe to a certain extent, but the deal will drive more relevant traffic to Yellow Online, benefiting the businesses listed on the site. This contributes to the brand of Yellow Pages, and put more money in Sensis’ pocket. That’s surely a win for them.

A ‘truly local’ business listing

The move made by Sensis may not be so crash hot for competitor True Local though, who also runs business listings through Google Maps. True Local (owned by News Digital Media) may have the advantage of time, with some of its listings already rich with reviews and user content on Google Maps. One example is its listing for Tetsuya’s Restaurant, which turns up as the most relevant listing when you search for ‘restaurant in Sydney’:

Tetsuyas Google Maps Listing

But with a more extensive list of businesses in its ammunition, Yellow Pages Online will cover the bases where True Local doesn’t. While it’s still early days, it won’t be hard for Sensis to dominate space on Google Maps if they get the strategy right. Suit up, True Local; play time is over!

Implications for local companies, online business directories, & SEO firms

Greater competition in the online space for listing directories is good news for local businesses. It means an extra outlet of exposure for companies listed on Yellow Online. It will also mean better product offerings and innovation from other online commercial directories.

This also has implications on the SEO front. Optimising local business listings for Google Maps will now require more effort, more expertise, and more opportunities for respectable SEO firms.

Happy Melbourne Cup day!

Posted in General | Tagged , , , | 1 Comment

Google Search Query Reports – Tweak your PPC and SEO

Posted on 17 March, 2008 by Josh

So your Google PPC campaigns are under-performing… Or your SEM client now wants you to do sort out their SEO… This is where running a Google AdWords Search Query Performance Report could come in real handy!

Search Query Reports – Where the magic happens

So what’s a search query report? It’s a report containing nearly every searched term that triggered a Google PPC ad. You find it under the AdWord’s Reports tab and it comes loaded with heaps of information on user search queries.

Google Search Query Report

Which keywords are converting? Which ads are performing?

Say you want to know which search query is your highest performer and which of your ads gives you the best return from that query… Search Query Reports deliver. You can drilldown to average position, clicks, impressions, CTR, etc, and at a glance identify the winners and losers among your ads and your keywords.

Spot negative keywords. Spot new ones too!

If you find your ads are being shown through irrelevant search terms, add these to your list of negative keywords. And should you happen to come across new keywords which led to conversions (if conversion tracking is on) you know what to do.

Give your CTR a boost!

The proof is in the pudding! When we tweaked the performance of a new account following our analysis of a Search Query Report, we noticed an immediate performance lift; a 20% sales rise coupled with a drop in our CPA!

Conversions vs CPA

You might not get this result every time, but with new accounts when you’re unsure about where you’re at, a Search Query Report can point you in the right direction.

A perfect SEM tool? Well… almost!

One thing you’ll notice when you run a Search Query Report is that Google spits out results in that show up as ‘## other unique queries. And no (before you ask), you cannot see what those ‘unique queries’ are… So what’s up with that?

Firstly, it’s labeled as a ‘unique query’ because that’s exactly what it is: ‘unique’. It may be a sentence long and could turn up once a year at best, so you’re not missing out! Google lumps these ‘one of a kind’ queries with the other one timers to save you the bother of sifting through the clutter.

Secondly there’s a server issue. Listing all one off queries would require heaps of memory – and even Google can’t carry that load!

That said… Give Search Query Reports a try and see how you go! It could make a big difference to your accounts.

Posted in SEM, SEO | Tagged , , , , , | Leave a comment

Do Yellow Pages give you a better return?

Posted on 28 February, 2008 by Josh

Sensis says they do…

A recent issue of B&T Magazine details how Sensis is investing more in its print product Yellow Pages than it has in many years. While online advertising has been on the rise at the expense of traditional advertising, Sensis is balking the trend with increased spend on paper advertising.

Using ‘metered ads’ (a US system), Sensis found that 65% of people made a purchase from a sample of 400 Yellow Pages print directory ads – a mighty conversion rate by any standpoint. Read the original Sensis media release.

The Yellow Pages

Online users more likely to browse the Yellow Pages!

So the Yellow Pages convert… but who uses the print version of the Yellow Pages nowadays? According to Bruce Akhurst, Sensis’ chief executive, you’d be surprised:

“The fact is that regular internet users — people using the internet at least weekly — are more likely to use Yellow print directories than the rest of us”.

Weekly Internet Users Disagree…

Oh really? Just to be sure we surveyed the office to see if Sensis’ data reflected our reality – After all, going by Mr. Akhurst’s quote Amplify employees would qualify as ‘people using the Internet weekly’.

Our findings: Only two out of nine Amplify folk were daily users of the print yellow pages.

Do you use the Yellow Pages?

A poll of only 9 people of course means nothing. A poll of statistical outliers like the good people working at Amplify – well that REALLY means nothing. Mainly because we use these directories as laptop stands for workplace ergonomics. That said, we’d like to know what your search habits are. Do you use the Yellow Pages in print or do you find what you’re looking for using other means? Let us know!

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Posted in CMS, General | Tagged , , , | Leave a comment

Mobile Advertising – this year is THE YEAR! (Really?!)

Posted on 8 February, 2008 by Josh

Ever since 3G mobiles came on the scene in 2001, the m-marketing buzz (that’s mobile marketing buzz) hasn’t exactly kept pace with reality. Here’s a quick step back in time from a Sydney Morning Herald article from 2002:

a greater change for the individual than when the telephone first became a part of our everyday life
Ericsson Phones (Late 90′s)

m-commerce will change our shopping experience… It’s also likely to be one of the most effective branding tools we have ever had at our disposal.
Martin Lindstrom, Former BT LookSmart COO (April 2000)

It won’t be long before every train or bus is filled with people reading the newspaper on their phone or hand-held computer.
Kim Yeadon, NSW Information Technology Minister (August 2000)

That’s not to say those prophecies won’t be coming true some day; the question is: when?

Introducing Mobile Codes Technology

Here we are in 2008 and we find Sensis bringing Mobile Codes Technology to new Telstra handsets. Mobile codes or QR (Quick Response) codes may be new in Australia, but they are already in use in retail promotions in Asia and with airlines abroad, including JAL, ANA and Air Canada to name a few.

QR Code billboard in Asia

Cue the m-buzz: QR codes may just be the marketing widget to help mobile advertising make its mark in the Australian market…. So what are they?

Quick Response Codes – a better barcode

QR mobile codes, a form of 2D barcode, were originally created by Japanese corporation Denso-Wave in 1994 to track parts in vehicle manufacturing and they look something like this:

QR Code of Amplify.com.au

QR Codes – a picture worth a thousand words!

With the advent of camera phones, a host of QR coding applications came into being allowing consumers the ability to transfer proofs of purchase or promotional coupons to camera phones.

How does it work? By simply taking a picture of the QR Code off a computer screen or street advertising billboard, a user is able to store the data onto his mobile.

Click on the picture below to see how QR codes might work on your mobile camera phone:

[video]crPg_eyXPTs[/video]

Cue the m-buzz: QR codes could revolutionise online marketing!

Mobile Codes – a better SMS

QR codes can carry a lot of information. How much? Here’s the breakdown of what you can store:

  • Numeric only Max. 7,089 characters
  • Alphanumeric Max. 4,296 characters
  • Binary (8 bits) Max. 2,953 bytes
  • Kanji/Kana Max. 1,817 characters

Just think of it this way, a mobile SMS allows you to send 160 alphanumeric characters. Sensis’ Mobile Codes Technology allows you to store over 25 times that capacity!

Cue the m-buzz: QR codes could help me sell just about anything!

Bridging the gap between traditional and online advertising

QR codes could further bridge the gap between traditional advertising. By allowing consumers to respond directly to advertisements on street billboards, advertisers could more accurately measure a return on ad spend (ROAS) and finally put a sales figure to ‘branding’ initiatives.

Cue the m-buzz: This might actually work… today!

QR Code of 28 Weeks Later DVD in UK

Seen QR codes lately? Used them? Tell us about it by posting on this blog!

Posted in Mobile Advertising | Tagged , , , , , , , , , , , , , , , | 3 Comments