Welcome to the Best SEO Podcast! Ep. 546
The Best SEO Podcast by Bestseopodcast.com Having 1st aired in 2009, with over 3.6 million downloads in 100+ counties, “SEO Podcast, The Best SEO…
Paid Search & Ads
SEO 2010 Year in Review Part 1 - Internet Marketing Podcast - Number 89
Bidding on trademarked keywords in pay-per-click is legal after Google won key court cases, and display ad buyers need Quantcast and Comscore traffic data to negotiate placements on major sites.
Key takeaways
- Google won court cases allowing advertisers to bid on competitor trademark names in PPC campaigns.
- Quantcast and Comscore provide traffic, demographic, and audience data that large publishers require before selling display ad placements.
- Long-tail keywords get less individual traffic but collectively can outperform short-tail keywords and deliver more qualified visitors.
- Page load time affects roughly 10% of search results, and oversized image files are a common cause of slow load times.
62% of searches ultimately result in a phone call.
About this episode
This is our soon to be famous SEO 2010 Year in Review. This is part 1 of the Internet Marketing 2010 year in review. We review the first six months of SEO through our podcasts. Visit our Facebook SEO Podcast page. We are the host of the most popular Internet Marketing Podcast on iTunes. Video of our podcast is broadcast live from Houston on Fridays at 9:15CST SEO Videos. E-Webstyle is a service provider of Pay Per…
Questions this episode answers
Can you legally bid on a competitor's trademark name in Google pay-per-click ads?
Yes. Google won most of the court cases on this issue, and advertisers are allowed to bid on trademarked names. The hosts used Rosetta Stone as an example, noting that competing language-learning products can legally bid on that trademark name in PPC.
What are Quantcast and Comscore used for in digital advertising?
Quantcast and Comscore rank websites by traffic and audience characteristics. When buying display ads on large sites, those publishers will ask for your Quantcast and Comscore numbers. Quantcast can show average visitor age, income, and household data for a given site.
Why should I focus on long-tail keywords instead of short-tail keywords?
Short-tail keywords are generic and highly competitive. Long-tail keywords attract fewer visitors individually but those visitors are more qualified and specifically targeted. Summing all long-tail keyword traffic can in theory outperform a single short-tail keyword in both volume and conversion quality.
In their words
62% of searches ultimately result in a phone call. Okay. So that's not saying they search, they get to a website and they call that website. It's saying they search, they visit a number of websites, they're searching, they're researching. And ultimately 62% of those searches result in a phone call.
Host
Google has won most of those cases that if somebody is searching for whatever, Apple, as you said, that Google has the right to sell the appearance of an ad when somebody types that name. They can sell a trademark name to you. You can bid on a trademark name.
Guest
Bots know when you're keyword stuffing. Yep. You know, so don't go, what's my example? We sell cool red cars at the cool red car dealership where we sell nothing but red cars that are cool. They'll know that, and it won't work for you.
Host
Terms defined in this episode
- SEVO
- Search engine visitor optimization, a phrase used by the hosts to describe optimizing the experience for visitors who arrive from search engines, with the goal of improving ROI.
- Contextual relevance
- A concept introduced by SEO guest Ken Roberts describing how content must be topically relevant to its context, which became more critical after Google launched its Caffeine indexing update.
- Quantcast
- A web measurement service that ranks websites by traffic and can break down audience demographics such as age range, income level, and household size for a given site.
- Long-tail keyword
- A longer, more specific keyword phrase that attracts lower individual traffic but more qualified visitors, for example personal injury attorney truck accident Houston Texas versus the short-tail attorney Houston.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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