Gasta SEM Basics

Some consider SEO (search engine optimization) and SEM (search engine marketing) synonymous, interchangeable terms. This is not the case. In fact, SEO is a subset of SEM. Although most SEM's perform traditional SEO services (organic site optimization), SEM is generally part of a broader gamut of internet marketing.

The marketing side of SEM involves advertising and target marketing in order to draw traffic to websites. This includes, but does not only pertain to:

Pay-for-inclusion - the SEM firm manually submits your site to applicable search engines and directories. Submission fees are required for submissions to search engines and directories. Many SEM companies guarantee your site will be indexed by the search engines within a short period of time.

Trusted Feeds - when there is no page to crawl, or a site is working off of dynamic pages drawn from a database, they are impossible for spiders to see and index. Trusted feeds send out this dynamic content via XML format so that it can be indexed by the search engines.

ROI tracking - the SEM firm tracks statistics gathered from marketing channels to show ROI trends.

Email Marketing - the SEM company sends out email adverts typically targeting customers related to the SEM's client.

Traditional Ads - Ads are displayed on the SERP (Search Engine Results Page). Ads are based on keywords entered in the search and fees are triggered by impressions (you pay for the ad even if it's not clicked through).

PPC- generally these are text based ads, where the copy is written by the advertiser. The advertiser places a bid amount, choosing the fee they are willing to pay when the ad is clicked through.Typically, the higher the bid, the better ranked the ad will be in the SERP.

SEM has its advantages in that your site can obtain instant traffic increases if the campaign strategy is successful. But relying solely on the marketing side SEM has its disadvantages. It can be expensive as costs will accumulate from ads and PPC. Furthermore, these marketing tactics do not necessarily guarantee stickiness of your site. Search engine marketing may drive initial traffic to your web pages, but this traffic increase will be short term if your pages are poorly laid out and contain weak or irrelevant content. Websites need to be well written, from both a programming and aesthetic perspective.

The intricacies of search engine marketing combined with search engine optimization can also be an overwhelming task for any firm. While a large SEM company may be able to handle the workload of both the marketing and SEO side of the business, specialization will most likely provide better results.

SEO is a more technical process than SEM and involves a deeper understanding of search engine algorithms. An SEO firm also sets out to optimize your site for peak performance organically, so that it is seen and listed in the search engines on an ongoing basis. The organic search engine optimization process of SEO is one of the main factors that separates SEO from SEM. Organic search engine optimization provides free search engine positioning, instead of pay for results.

An SEO company tends to have more understanding of website design, programming, and how search engines work. SEO company staff is typically made up of programmers and website designers.

If you were to separate the marketing side of SEM from SEO and compare the two, SEO maintains a better overall ROI than SEM. Sixty percent of top search engine listings are devoted to organic listings. In most cases, a good SEO service is all your site needs to drive traffic to it.

Search Engine Optimization is by no means a simple practice. It is made up of a number of complicated in-depth processes and requires an ample amount of time to comprehend its core facets. Moreover, because SEO is an ever changing industry, keeping up with the latest SEO trends can be difficult. For these reasons we have compiled a list of some of the most important SEO practices to be aware of. This is by no means complete, but should serve as a general guideline.

Change is necessary
One of the misconceptions about SEO is that it will automatically improve a site's ranking within the search engines without necessitating changes to that site. Unfortunately this is not the case. An SEO firm that claims it can mysteriously make a site perform better in the search engines without modifications is not practicing ethical standards.

In order to index websites, search engines send out spiders, or bots, to visit a site's pages. The spider learns what the site is about by 'reading' the site's content, so it can place the site into the appropriate context. Spiders analyze the main body content, as well as content located within the Meta tags. One of the perks to this process is that the more relevant the site's content, the better the rating it receives. Therefore, sites laden with pertinent, text rich content are favored above sites that do not incorporate such strategies.

At the basic level, a true SEO service needs to analyze then apply changes to a site's content, optimizing Meta data and the main body with relevant keywords and phrases popular within that site's vertical. For this reason, site's built predominantly with Flash are simply not as effective in the search engines, because the spiders have nothing to read. If you have a Flash entry page, make sure there is an HTML version available as well.

Contact your SEO service before you update
It's very important to communicate with your SEO service before implementing changes to your website, unless you are 100 percent certain you know what you're doing. Even the slightest alterations can affect your site's rankings in the search engines; when spiders revisit your web property and discover things have changed, it can be for the better or for the worse.

There are numerous instances where clients accidentally overwrite previously optimized work without realizing it. This is a simple mistake, but it can be a costly one. For instance, you may accidentally replace optimized elements in the Meta tags or body content by using older or newer templates that are not optimized properly.

Site redesign is an even more crucial matter. Redesigning your website can be a scary undertaking since it will no doubt affect your site's position within the search engines. Even if you're comfortable making small changes to your website, contact with your SEO practitioner before you implement the new site is imperative because you are typically overhauling the whole thing. Your SEO will be able to offer vital information and the technical assistance required to make this complex process a success.

Gasta.TV up for aquisition?

Gasta.TV up for aquisition? You might think so after reading this from Greg Sandoval

The plight of the music industry has played out like a 1970s disaster film, the kind where the principal characters declare that nothing on earth could threaten their state-of-the-art luxury liner or superstructure.

Crash! Cut to people gasping for air or scrambling for a seat on the lifeboat. That's where the record labels are now; scrounging for technologies and business models that can keep them afloat.

To their credit, the four largest music labels have experimented with a range of ideas. They have finally opened up to the idea of selling MP3s--compressed audio files of songs that can be downloaded from an online source and then stored and played back on a digital music player. They also are dabbling in ad-supported music and have talked about launching a jointly owned subscription service.

Meanwhile, piracy continues to flourish. CD sales continue to tumble. Some top artists, including Radiohead and Nine Inch Nails, began distributing their own music last year, Paul McCartney quit EMI, and Madonna jumped to a concert promotion firm, Live Nation, and an alternative business model.

Half of all music sold in the U.S. is expected to be digital in 2011 and sales of downloaded music will surpass CD sales in 2012, according to a recent Forrester Research report titled "The End of the Music Industry as We Know It." Digital music sales will grow at a compound annual growth rate of 23 percent over the next five years, reaching $4.8 billion in revenue by 2012, Forrester says. However, digital music sales will fail to make up for an ongoing decline in CD sales, which, by 2012, will be reduced to $3.8 billion, according to the report.

So the music industry has its work cut out for it. This is how we see the next year shaping up in the digital music scene.

Gasta News: EU to make net safer for Children

The European Commission is spending 55m euros (£42m) on making the net a safer place for children.

The money will be spent over four years on educational efforts and ways to protect children from inappropriate content and cyber bullying.

It will also research the ways that children use the net on computers and other devices such as mobile phones.

The broad-based project will build on the Safer Internet Programme the EU began in 2000.

Action plan

"As more and more European children and adolescents use online technologies at home or at school, they, their parents and their teachers need to be informed about the opportunities and risks they face," said Jose Barroso, EC president in a statement.

Gasta SearchMatch hits the Spot for SBO's

Gasta Views: SearchMatch hits the Spot for SBO's

Enabling small business owners to launch campaigns on large publishers' sites could be the next million dollar idea.

From automotive and restaurants to carpet cleaning and hotels, a large percentage of us are involved in a business where the local owner/operator is vital to our success. But stepping out from the argument of corporate-knows-all vs. all-business-is-done-locally for a moment, we can all agree that there would be a tremendous benefit to getting these local operators online in a local, customizable fashion that drives real ROI. Sadly, the largest and most advanced portals and networks have neglected this market -- and millions of dollars have been lost as a result.

Currently as small business owners (SBOs) get out their wallets and try to "finally launch an ad campaign online," they find that getting someone to take their money can actually be a challenge. For an SBO who turns to a major portal with his entire quarter's ad budget, $5,000, the money is turned away because of minimums. The result is no different when soliciting the help of most major ad networks. My goodness! We have someone here willing to spend $5,000 and no one will take it. Are times that good?

Microsoft buying Yahoo shows that times aren't that great for everyone. It could be said, "Jay, it takes us the same amount of effort to write an order for $2,500 as it does $25,000, and we just can't be profitable running hundreds of small campaigns." But think about it: Google has built its business on $2,500 campaigns, and they're eating competitors' lunches so badly that Yahoo has to be bought to compete, and you "can't afford" to take that business? Large publishers need to look now for profitable ways to take SBO campaigns. Here are a few steps that could push large publishers in the right direction.

Partner with a flash ad generator
Search any form of "flash ad creation" and you'll find dozens of folks who have created software that takes flash templates and allows laymen to instantly create customized variations. Some portals already offer this, but they should leave pride and effort-spent-to-date behind if better solutions exist. Most SBOs are used to stepping out of their comfort zone and doing things themselves. Building an ad from a template builder will be easy for them, and can be done in a controlled environment for you.

Open up your API, or build one
Buying, placing and loading campaigns can all be automated, and this is the key to profitability on the publisher end. Sure there will need to be some manual oversight for delivery purposes, but one person should easily be able to handle hundreds of campaigns. From there, educate the SBO on campaign optimization and put it on them; but, provide an 800 number in large print at all times. This is one mistake Google has made, and I believe it is a key source of the frustration users feel toward the company.

Be fully transparent with targeting and placement disclosure
The No. 1 targeting desire for most SBOs is geographic; usually involving one or multiple specific ZIP codes. Anyone who has done the research knows this is simply not possible by IP and must be done with registration data or user input. SBOs are surprisingly understanding when it comes to limitations like these -- if those limitations are clearly explained to them up front. It's when expectations aren't properly set to begin with that frustrations brew and animosity sets in.

Because the user would be responsible for placement and creative optimization, an aggregate data library of best practices for vertical and placement would go a long way toward ensuring repeat business by giving SBOs useful data and information to improve their own results.

Work with resellers
The eBay model works. Embrace those that will be power users and help them make you more money. We work with dozens of companies in multiple verticals whose franchisees are 100 percent ready to make the leap into online as long as someone is able to liaison between them and the publisher. In fact, we could have easily brought over 1,000 campaigns of between $2,500 and $5,000 to a publisher by now -- and that is just our company! When $2,500 turns into $2,500,000, might publishers think and act differently?

The reality is there are hundreds of agencies, consultants, and leading speakers who are well-known and trusted within their verticals. Providing a higher, private level of support to these influencers and connectors creates value at the reseller level, minimizes time spent re-explaining the same thing to 100 different SBOs and motivates everyone in the same direction. Of course, accepting SBO credit cards for campaign pre-payment and paying the resellers immediately would seal the deal toward partnership and profitability.

Let this be an open call to agencies and corporate marketers with a horse in the local retail race. This is an initiative you can't afford to ignore. The first major portal or ad network to create a cleanly-branded content solution with the acceptance of third-party ad serving from its resellers will have trouble finding bags big enough to cart away the money. Our network of franchisees and dealers in multiple verticals alone would make this effort worthwhile, and I would imagine there are another 50-100 companies just like us. At a time when two goliaths are having to join forces to stay competitive, is there anyone who can afford to ignore one thousand payments of $2,500?

Jay Friedman president of Goodway 2.0