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Monday, December 05, 2005

Advantages and Disadvantages of Pay-Per-Click Marketing

ADVANTAGES

PPC is easier than SEO optimization - A great advantage to someone who does not have the time to learn optimization or the capital to pay for it.
PPC is direct market access - limited competition for people.
PPC is exceptional for short term specials, holiday promotion, etc.
PPC has no middleman to rely on for performance
PPC highly adaptive to market trends (e.g. last week "car" was hot - this week "cars" is)
PPC has a three day turn around no monthly waiting to produce results
PPC is highly cost effective (e.g. can produce 1000% return on investment)
PPC is highly effective in controlling market saturation (e.g. - out of inventory - immediate ads drop). Powering down your web site in SEO model can have long lasting negative effects. In addition, telling paying customers they need to wait 3 weeks for product inventory to catch up is bad business

DISADVANTAGES

Paying for the entry when you don't have the necessary products for the buyer (e.g. using "software" when the only software you have is a Windows 3.1) and few qualified visitors
Using informative phrases that offer significant clicks but possibly 95% of click are "free information seeking" only and never buy.
Quick loss of placement in favor of someone else willing to pay more than your budget allows.
Stuck with the model - when the search engine adapts to a new scheme you "must" meet or match their Terms of Service and/or changes.
If PPC is the only service used - you will never be an authority web site on anything - and authority defines - market trust, and your credibility.
PPC never allows the web site owner to truly fault find problem areas of the web site.
PPC favors big business with large marketing budgets

Friday, December 02, 2005

Pay Per Click Versus Search Engine Optimization

Blog in Spanish. It is a fact that many people have difficulty understanding the different parts of search engine marketing. Therefore, I have decided to write this short article to explain the main differences between Search Engine Optimization (SEO) and Pay-Per-Click Marketing (PPC).

SEO is a process of preparing your website and its constituent pages for prime positioning on search engines like Yahoo, Google, or MSN. SEO is very complex, as it changes in a regular basis. Two good places to learn more are http://www.sembooster.com and http://www.searchenginewatch.com .

Some of the main differences between SEO and PPC are:

1. Purpose
SEO: to appear as near the top as possible in the search results.
PPC: to instantly attract qualified prospects and convert them into buyers.

2. Keywords
SEO: usually the webmaster wants to target general terms, as they provide the most amount of traffic. You don’t have control over the ranking of your site.
PPC: you have complete keywords over which keywords are used and the position on the end result page.

3. End Result
SEO: depending on your keywords and the resulting ranking you receive in the search engine, you attract free traffic to your website.
PPC: you pay for each visitor you receive, but you can control the number of visitors you get, the landing page to which they are directed, and the keywords being used.

The two processes are quite different in techniques, methods, and execution, but the desired end result is the same. A combination of the two techniques SEO and PPC will bring success to your business.

Wednesday, November 30, 2005

Blog in Spanish

'Más respeto, que soy tu madre'. Es el título del 'blog' ganador de los Premios Internacionales Weblog de la Deutsche Welle 2005, más conocidos como premios BOBs ('Best Of Blogs'). Su autor es Hernán Casciari, un argentino afincado en Barcelona que ha hecho de la historia de los Bertotti, una familia argentina ficticia, un éxito de la Red. Sin embargo, la votación del jurado no coincidió con la del público, que escogió como ganador a 'Tupiniquim', un 'blog' en portugués sobre pueblos indígenas.
El 'blog' de Casciari fue escogido por los doce miembros del jurado, entre los que se encuentran dos españoles, el periodista Ignacio Escolar y el profesor José Luis Orihuela. Su autor lo define como una "blogonovela" en la que Mirta Bertotti, un ama de casa bonaerense, "debe lidiar con su esposo, su suegro drogadicto y tres hijos adolescentes". Recientemente, el 'blog' ha sido editado en forma de libro por Plaza y Janés.
El premio del jurado para el mejor 'blog' multimedia ha sido para 'Blog con Cebollino', una página francesa en la que sus dos dibujantes, Miss Gally y Georgette, cuentan sus aventuras con su planta de maceta.
En la categoría de 'podcasting' ha resultado ganador Pink Ke, un DJ chino. 'Manal and Alaa's Bit Bucket' ha obtenido el Premio Especial Reporteros sin Fronteras por su trayectoria como pionero en la 'blogosfera' egipcia.
También se han decidido los premios a los mejores 'blogs' periodísticos en diferentes idiomas. El ganador en español ha sido Adriano Morán con 'Jabalí Digital', donde trata gran variedad de temas.
Entre estos premiados destaca 'Global Voices Online', mejor 'blog' periodístico en inglés y una referencia en Internet a la hora de tomar el pulso a la comunidad internacional de 'bloggers'.
El público también vota
El jurado tiene sus preferencias, pero el público tiene otras. Los ganadores de la votación popular, en la que han participado más de 100.000 personas, apenas coinciden con la selección del jurado.
Como mejor 'blog' general, 'Más respeto, que soy tu madre' ha quedado en segundo lugar, por detrás de 'Tupiniquim', un 'blog' escrito en portugués en el que se recopila información sobre pueblos indígenas.
De hecho, público y jurado sólo coinciden en las categoría de mejor 'blog' multimedia, mejor 'podcasting' y mejor 'blog' periodístico en ruso.
Como mejor 'blog' periodístico en español, 'caspa.tv' ha resultado el favorito de los votantes, mientras 'Jabalí Digital' aparece en sexto lugar.

Google Analytics: Still Waiting

This is something that could make Internet history as the “as everybody was waiting” inciden. I assume many people have started to use Google Analytics. You have to enter your sites details, and include a Javascript code into your page’s header. Then Google says your reports should be available within 12 hours.
The funny thing is: I’ve not yet read about anyone who actually has seen his stats. This is just ridiculous. Right now, there are people (including me) who waited more than 2 weeks and still have no stats. Discussions about wheter Google forgot a big “beta” sign are going on at WebmasterWorl Forums, users complain over at Digital Point, too. Not even ProBlogger Darren Rowse, who said he started using Google Analytics, has stats yet.
Well, we’ll have to wait and see.

Saturday, November 19, 2005

Google Analytics Struggless

Google's hosted Web analytics service Google Analytics suffered serious performance problems earlier this week, after the company announced the service would be available free of charge, but seemed to have stabilized by Wednesday.

"They clearly underestimated the number of people trying to sign up on Monday," said Alan Gahtan, an attorney based in Toronto, who spent hours on Monday trying to sign up for the service, which used to cost $199 per month. Google Analytics, formerly known as Urchin on Demand, lets users monitor visits to their Web sites. The users can track, for example, the effectiveness of online marketing campaigns and to determine how to modify Web pages to improve sales conversions.

I signed up last week and haven't seen any data yet. Hopefully I will be able to take advantage of this free service soon. I am lokking forward to it.

Thursday, November 03, 2005

The Principle of Equal Freedom

Blog in Spanish Blog in Spanish
Some years ago one of my best friends asked me to help her with a difficult situation she was having. My friend had been raped and now she was pregnant. She told me she was thinking about not having the baby. She wanted to hear what I, as her best friend, had to say. My memory went back to this situation after reading the definition of the principle of equal freedom in chapter eight of our text. According to this principle, “a person has the right to freedom of action unless such action deprives another person of a proper freedom.” In my home country abortion is legal for reasons of rape, fetal deformity or “physical or psychiatric risk” to the mother. Therefore, if my friend chooses to put and end to the life of the fetus she is carrying, she would be just exercising his freedom of choice. The problem here is that the fetus has also some rights. The fetus has the right to live. Nevertheless, the fetus is incapable to fight for his freedoms. He depends on other people to protect his rights and freedoms. In this situation, I was one of those people. I was aware that my words would have a great effect in my friend’s final decision on whether to abort or to have the baby. When all this happened about ten years ago I was single. Now things have changed, I am married and have two beautiful children. I honestly think ten years ago I did not value a fetus’ life as I do now. I have seen the development of my children since they were just a tiny form of life inside my wife’s womb, till they were born. I have sung to them before they came to this world and noticed their reactions to my voice. We live in a world were individuals are egoist. We invade other people’s countries; ignore those who starve in remote parts of this planet, and kill innocent and tiny humans in the name of freedom. Men are not equal; this is something we have to admit. There are human beings who are not able to stop bombs from destroying their houses, nor can fetuses fight for their lives. These people depend on others who exercise their freedom in a superior way. If someday we come to understand that the freedom to defend your country implies destroying another, and that the freedom to kill an innocent human being implies denying the freedom to live to those who cannot defend themselves, then we all may have gain something. Ten years ago an innocent fetus incapable to defend himself lost his life in an operation room of a remote abortion clinic. That day a human being lost his life and two friends were overwhelmed by a guilty conscience that would never heal; and all this in the name of freedom. Blog in Spanish.

Wednesday, October 26, 2005

DO WE REALLY NEED BUSINESS ETHICS?

Blog in Spanish
I believe that good ethics make good business sense. Nowadays, customers pay more attention than ever to the ethical behavior of companies. Therefore, companies must have a code of ethics to define and maintain standards of acceptable behavior. In order for a company to achieve this, I would recommend following these three basic duties. First, any company should treat its employees well. For example, a company should be sensible to the needs of its employees by paying them fare wages and providing health insurance to the worker and his/her family. A company should also keep its promises. Second, companies and employees working for the company should be honest in all dealings. For example, companies should not take advantage of customers by overcharging for products; especially those products that are most necessary. When I was younger, I worked in a big bookstore as a clerk. One day a customer came to us to buy one of the textbooks she needed for school. When I told her the price, she said she could not afford it. But she really needed the book. I was aware she could get the same book at a lower price from one of our competitors. All of a sudden, I was faced with an ethical dilemma. What should I do? Should I tell her about the competitor or let her go without getting what she needed? I actually decide to tell her about the competitor’s price and she was indeed very thankful. Third, I believe all companies (and governments) have the duty to be socially responsible. The Kyoto global warming pact went into force recently. Many nations of the world have signed an agreement to systematically reduce pollution levels released to the atmosphere. This is a big step to protect our planet. Nevertheless, the pact is doomed to fail since countries like the United States (the world's largest emitter of carbon dioxide) and China did not sign it. These two countries have refused to ratify the agreement, saying it would harm their economy. Are we forgetting that our planet is more important than any corporate profit? Are we not smart enough to think that if we destroy our planet money will be useless? Ethics and common sense are not always interrelated. Thus, it is our responsibility to do our part to implement business ethics in a society that has forgotten its more important core values; honesty, and a clear responsibility to future generations.

Tuesday, October 18, 2005

The Melting Pot

Blog in Spanish
America has long been known as a melting pot of cultures and ideologies. But, does this still work today? What does it mean to be an American? And who should be considered an American? The dictionary defines the noun American as “a person born in the United Sates.” By that definition alone I am not an American. Nevertheless, after living three years in this country I find that the definition the dictionary provides is not quite accurate. Actually, if I had to declare my nationality at this point of my life, I would realize it to be more difficult than many people may think. I was born in Europe, found love in America, married in Japan, and saw my two children come to the world under the shadow of a Star-Spangled Banner. To me America means opportunity, romantic walks under a starred night holding hands with the woman I love, and tears of joy for the birth of my two children. As you can see America means almost everything to me. I love this country as I love my own and I would be more than ready to defend its values if asked to. The United States received me with open arms three years ago and since then I have been able to assimilate myself into that great melting pot of cultures and ideologies called America. The melting pot is still alive providing immigrants and their descendants the chance to become full members—in one way or another—of American society. To better define the noun American, I would like to go back and humbly change the definition the common dictionary provides. I would define American as a person born in the United States and or a person who loves the United States as if he/she was born here.


 

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