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					                                                                                                                   THE ORIGINAL
                                                                    TM

                                                                                                                   SEARCH
                                                                                                                   ENGINE
                 Distinguish Yourself                        TM


                                                                                                                   MARKETING
                                                                                                                   JOURNAL
AUGUST 2008                      VOLUME 1                   SUPPLEMENTAL ISSUE


EDITORIALS
A Letter from the Publisher
Foreword by Bruce Clay, President, Bruce Clay Inc.

INVITED PAPERS
Niche Marketing with Keyword Research . . . . . . . . . . . . . . . Ken McGaffin, Wordtracker.com                                  1

REGULAR PAPERS
SOCIAL MARKETING AND BLOGGING
Social Media Measurement: What it is and Why it is Important . . . . . . . . . . . . . . . . . . . . . . .
 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . John W. Hingley, AndiamoSystems.com           5

SEARCH ENGINE OPTIMIZATION (SEO)
Techniques for Growing Small Search Engine Marketing Firms . . . . . . . . . . . . . . . . . . . . . . .
 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Hamlet Batista, RankSense.com    9
Creative Link Building Techniques . . . . . . . . . . . . . . . Daria Goetsch, SearchInnovation.com                              11
Search Engine Ranking Variables and Algorithms . . . . . . . . . . . . Sean A. Golliher, SEMJ.org                                15

PAID MARKETING AND PAY-PER-CLICK (PPC) ADVERTISING
An Introduction to Using Keywords in Paid Search Campaigns . . . . . . . . . . . . . . . . . . . . . . .
 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Heather Lutze, LutzeConsulting.com      20

GLOBAL SEARCH MARKETING
Trends in European Search Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . Sante J. Achille – Italy 23

MOBILE WEB DEVELOPMENT AND MOBILE MARKETING
Harnessing the Power of the Mobile Web. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Nirav Mehta                  26

AFFILIATE MARKETING AND MANAGEMENT
Affiliate Program Management: Contingency Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Evgenii “Geno” Prussakov, AMNavigator.com 29

PATENT ABSTRACTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
SEMJ.ORG VOLUME 1, SUPPLEMENTAL ISSUE, AUGUST 2008




Search Engine Marketing Journal
A PUBLICATION OF SEMJ.ORG

AUGUST 2008                                 VOLUME 1                         SUPPLEMENTAL ISSUE

__________________________________________________________________
PAPER CATEGORIES INCLUDE: Search Engine Optimization (SEO), Global Search Marketing, Search Engine
Algorithms, Affiliate Marketing, Conversion Optimization, Web Analytics, Pay-Per-Click (PPC) Marketing, Social
Marketing and Blogging, Mobile Web, HTML and Web development, Branding, Patents, Programming, and
Alternative Marketing Techniques.

__________________________________________________________________
EDITORIALS
A Letter from the Publisher

Foreword by Bruce Clay, President, Bruce Clay Inc.

_____________________________________________________________________________________________

INVITED PAPERS

Niche Marketing with Keyword Research………………………………… Ken McGaffin, Wordtracker.com                            1

________________________________________________________________________________________________

REGULAR PAPERS

SOCIAL MARKETING AND BLOGGING

Social Media Measurement: What It is and Why It is Important….. John W. Hingley, AndiamoSystems.com          5

_______________________________________________________________________________________________

SEARCH ENGINE OPTIMIZATION (SEO)

Techniques for Growing Small Search Engine Marketing Firms………….. Hamlet Batista, RankSense.com               9

Creative Link Building Techniques………………………………….. Daria Goetsch, SearchInnovation.com                        11

Search Engine Ranking Variables and Algorithms………………………………… Sean A. Golliher, SEMJ.org                      15

__________________________________________________________________
PAID MARKETING AND PAY-PER-CLICK (PPC) ADVERTISING

An Introduction to Using Keywords in Paid Search Campaigns……… Heather Lutze, LutzeConsulting.com            20
__________________________________________________________________
SEMJ.ORG VOLUME 1, SUPPLEMENTAL ISSUE, AUGUST 2008




GLOBAL SEARCH MARKETING

Trends in European Search Markets…………………………………… Sante J. Achille, Italy, blog.achille.name       23

________________________________________________________________________________________________

MOBILE WEB DEVELOPMENT AND MOBILE MARKETING

Harnessing the Power of the Mobile Web…………………………………….. Nirav Mehta, MehtaNirav.com               26

__________________________________________________________________
AFFILIATE MARKETING AND MANAGEMENT

Affiliate Program Management: Contingency Approach…… Evgenii “Geno” Prussakov, AMNavigator.com   29

__________________________________________________________________
PATENT ABSTRACTS…………………………………………………………………………………………..                                             32
SEMJ.org Volume 1, Supplemental Issue, August 2008




                                  Foreword by Bruce Clay

          It is our pleasure to announce that Bruce Clay, President of Bruce Clay Inc., has joined SEMJ.org as an
         Associate Editor for our search engine optimization category. We look forward to working with Bruce and his
         senior editor Susan Esparza, also of Bruce Clay Inc. We thank them both for their belief in the journal’s
         concept. Bruce has been a true visionary in the world of search marketing and his contributions will be of
         great value to the journal.

                                                                                               Sean Golliher, SEMJ.org



                                 The search engine marketing industry changes at a rapid pace. In just the last year, the
                               revolution in search brought about by the rise of social media, the disruptive influence of
                               blended search, the upgrades to Flash and its spiderability, even the ways marketers are taking
                               advantage of the "nofollow" attribute are changing how search engine marketers do their jobs.
                               The full impact of these elements is just beginning to be understood. With advances in
                               technology and software, new techniques and algorithm changes, it's important to keep on the
                               cutting edge of market research to stay competitive.
                                 Try though we may to remain current, much of the information online is poorly thought out or
                               retreads of the same old thing. It can be difficult to know who to trust. Usually with the best of
                               intentions, theories are dreamed up and then passed on without any research or data to back up
                               assertions. Information that is incorrect, misguided and sometimes outright harmful to a search
                               engine optimization campaign becomes common wisdom, and as a result, the industry suffers.
                               SEMJ.org strives to deliver accurate, innovative, and well-researched papers, grounded in
authoritative sources. We encourage you to submit your ideas for publication in this peer-reviewed journal.


Thank you for reading,




Bruce M. Clay




                                                Copyright 2008 SEMJ.org Volume 1
SEMJ.org - Editors
AUGUST 2008                VOLUME 1           SUPPLEMENTAL ISSUE
_________________________________________________________________
                     Sean Golliher, Founder and Publisher of SEMJ.org. Sean is a consultant for companies
                     needing help with search engine optimization and paid advertising techniques. He has consulted
                     on search engine optimization for companies like Grubb-Ellis Commercial and has optimized
                     websites for companies in many different industries. Sean has a B.S. in physics from the
                     University of Washington in Seattle, a Masters in electrical engineering from Washington State
                     University, holds four engineering patents, began studying search engines in 1999, worked as an
                     affiliate marketer for four years before working on other companies’ websites, and ran his own
SEO company in Colorado. His main research interests are search engine ranking algorithms and SEO. He
frequently attends search marketing conferences in the U.S.


Bruce Clay, President and Founder of Bruce Clay Inc., Associate Editor, Search Engine
Optimization (SEO), SEMJ.org. Bruce has operated as an executive with several high-
technology businesses, and comes from a long career as a technical executive with leading
Silicon Valley firms, and since 1996 has been in the Internet business consulting arena. Bruce
holds a B.S. in math and computer science and also has his M.B.A. from Pepperdine
University, has had many articles published, has been a speaker at over 100 sessions including
Search Engine Strategies, WebmasterWorld, ad:Tech, Search Marketing Expo, and many
more. He has been quoted in the Wall Street Journal, USA Today, PC Week, Wired Magazine, Smart Money,
several books, and many other publications. He also has been featured on many podcasts and WebmasterRadio
shows, as well as appearing on the NHK TV special “Google's Deep Impact.” He has authored many advanced
search engine optimization tools that are available from the company’s websites. Bruce Clay owns 100% of Bruce
Clay, Inc. listed in the top 2000 firms in the 2007 INC 5000 list of the fastest-growing private companies in
America.
  Bruce Clay is also developing a major SEO book project for Wiley Books. This book is targeted for publication in
late 2008 and will be the flagship SEO book in the all-in-one series. Bruce Clay is the host of the prime-time
WebmasterRadio.fm show covering all of the Search Engine Marketing industry. The SEM Synergy Show, with top
guests, news and commentary, covers the SEM industry. Bruce Clay is recognized as a Wikipedia Notable SEO.


                    Susan Esparza is the Senior Editor at Bruce Clay™ and an Associate SEO editor for
                    SEMJ.org. She joined Bruce Clay™ in November 2004 and has written extensively for clients’
                    web sites as well as internal publications, the SEO Newsletter and the Bruce Clay Blog. She
                    co-authored SEO for Dummies All in One Desk Reference due out December 2008 from Wiley
                    & Sons. Susan co-hosts SEM Synergy on WebmasterRadio.fm on Wednesdays. Show archives
                    can be found on SEMSynergy.com.



____________________________________________________________________________________________
SEMJ.org – Editors Cont’d
_________________________________________________________________________________________

                    Cathy Silton, Editor-in-Chief. Cathy Silton’s background is in writing, editing, broadcasting,
                    marketing, and advertising. Cathy focused her efforts on editing at the renowned Massachusetts
                    Institute of Technology Press, where she spent more than a decade assisting its Editor-in-Chief.
                    Her recent technical editing specialties have been in web content, SEO, white papers, user
                    manuals, and design documents. Cathy was also Editor-in-Chief of an aviation newsletter
                    distributed worldwide. Earlier in her career, she was a radio and TV newswriter and feature
                    reporter. Cathy has a B.A. from the University of Colorado.


Heather Lutze, Founder of Lutze Consulting LLC, Senior Editor for Paid Marketing and
Pay-Per-Click Advertising. Heather is a nationally recognized speaker, trainer and consultant
in search engine marketing including pay-per-click and search engine optimization. She was a
trainer for Yahoo! Search Marketing workshops for two years and is currently a presenter for
PPC summits nationwide. Heather is a sought-after consultant, speaker and instructor who
conducts trainings and makes presentations throughout the U.S. She has run her own Internet
marketing agency for the past eight years in Englewood, CO. She is working on her first book
being published by John Wiley & Sons, called “The Findability Formula” due in spring 2009. Her company’s
website is at www.LutzeConsulting.com

                      John Hingley, Senior Editor, Social Marketing, CEO & Founder of
                      www.AndiamoSystems.com. John Hingley is the CEO and Founder of Andiamo Systems, a
                      leading self-service Word of Mouth & Social Media Analysis provider to businesses of all sizes.
                      John brings over 20 years of experience leading direct, brand and internet marketing programs
                      for leading companies in technology, media and online retail industries. John served as Chief
                      Operating Officer for wine.com, the world’s largest online wine retailer. Prior experience
                      includes general Manager at Yaga, one of the first peer-to-peer content distribution networks;
                      and Vice President of Direct Response and Ecommerce for The Learning Company and Mattel
Interactive. Prior to starting Andiamo Systems in 2006, John Founded Crush Direct, a boutique brand and direct
marketing agency. John holds a degree from the University of Oregon in Finance and Marketing. He is a board
member of VerticalResponse, a leading self-service direct marketing provider to over 40,000 businesses worldwide,
and an Inc. 500 Fastest-growing company.

Hamlet Batista, Senior Editor and Speaker, Search Engine Optimization. Hamlet is the
founder and CEO of the company Nemedia S.A., which created the search engine
optimization software at www.RankSense.com. He completed his education in
telecommunications engineering in 1996 and has experienced many facets of the industry. Over
time he moved from work as a Windows C++ Developer at a software outsourcing firm, to a
Unix/Linux System Administrator position at an international telecom, and finally to being IT
Director of a small team at an online marketing firm. He now runs a 20-employee search-
marketing firm and regularly attends search marketing conferences. He is a published author in
the Search Engine Marketing (SEM) field, and well-known for his Advanced SEO blog, Hamlet Batista dot Com.
_____________________________________________________________________________________________
SEMJ.org – Editors Cont’d
_________________________________________________________________________________________

                     Raquel Hirsch, Senior Editor and Speaker, Conversion Optimization. Raquel Hirsch, senior
                     marketer, is the co-founder of WiderFunnel Marketing Inc., a full-service Conversion Rate
                     improvement outsourcing company that delivers clients more value (sales, leads, transactions,
                     etc.) from existing website traffic. Raquel has a traditional marketing, eMarketing, direct
                     marketing, and CRM background. Raquel’s key ability is her skill at developing and
                     implementing effective strategies, incorporating traditional as well as interactive marketing, and
                     delivering integrated demand-generation campaigns that measurably deliver value to clients.
Raquel has over 20 years of senior marketing experience in diverse industries with extensive expertise in the areas
of lead-generation, customer acquisition and customer retention, including the development and strategic use of
CRM, database marketing, e-commerce, web analytics, and direct mail. Raquel is a sought after speaker. Her
teaching experience includes UBC, SFU and BCIT, plus numerous professional conferences and seminars across
North America.


Evgenii "Geno" Prussakov, Senior Editor and Speaker, Affiliate Marketing. Graduate of
the University of Cambridge. He is bestselling author of “A Practical Guide to Affiliate
Marketing” (2007) and “Online Shopping Through Consumers’ Eyes” (2008). Popular speaker
and affiliate marketing evangelist. Geno is the founder and CEO of AM Navigator.com, an
outsourced affiliate program management (OPM) company. He was also voted the “Best OPM
of the Year” for two years in a row (2006 and 2007) by the largest online affiliate marketing
community, ABestWeb.com. Evgenii is now working on his doctorate and resides in Northern
Virginia with his wife and daughter.



                    Nirav Mehta, Senior Editor, Mobile Web Development. Nirav Mehta is renowned for his
                    entrepreneurial ventures, his breakthrough ideas, and his contribution to open source. Nirav
                    leads a software development company – Magnet Technologies – in Mumbai, India that
                    specializes in Rich Internet Applications, Web, and Mobile. Nirav believes in simplifying the
                    most complicated ideas and presenting them in lucid language. He is author of Mobile Web
                    Development.



_____________________________________________________________________________________________
SEMJ.org – Editors Cont’d
________________________________________________________________________________________

                     Sante J. Achille, Senior Editor and Speaker, European Search Marketing. Sante lives in
                     Italy and works out of a small medieval town called L'Aquila, 1 hour east of Rome. After
                     acquiring a degree in engineering in 1986, he worked for major aerospace companies as a
                     design engineer. In 1991 he joined the European Space Agency as a project management team
                     member. In 1993 was introduced to the World Wide Web and took an interest to the technology
                     and the far reaching implications it would have on society. In 1994 he participated in the second
                     World Wide Web Conference held in Chicago to better understand the Web, and immediately
afterwards resigned from his post with the European Space Agency to start his own company. Today he is a
Professional Search Engine Consultant to Industry, Regional Government, and provides consulting services in
partnership with major Italian Web Agencies and Web Certain in the UK. Sante has spoken at Search Engine
Strategies events in London, Stockholm and Italy. Sante Teaches Search Engines and Web Marketing at the
University of Florence, in the framework of the Master in Multimedia and Content Design. His informative blog can
be found at Sante's Blog (SJA) http://Blog.Achille.name/ .

Graeme Eastman, Editor, Affiliate Marketing. Graeme is the owner and founder of
www.AffiliateGuide.com, which is a major affiliate program directory. He established it in
1998 and has become a leading affiliate directory having achieved top rankings in search
engines for many years. Affiliates and merchants use his ‘site to find a range of resources,
articles, and as a forum to learn about all affiliate program issues. Graeme started his Internet
business in 1995 when he established Eastman Internet as a website development company and
won many corporate and government contracts including the management of the West
Australian Governments eCommerce Centre website. Graeme also developed Internet trading
businesses selling a variety of Australian products internationally.

                     Daria Goetsch, Editor, Search Engine Optimization. Daria Goetsch is the founder and
                     search-engine-marketing consultant for www.searchinnovation.com, a search-engine-
                     marketing company serving small businesses. She has specialized in search engine optimization
                     since 1998, including three years as the search engine specialist for O'Reilly Media, a technical
                     book publishing company. Search Innovation provided outsourcing of search engine
                     optimization, research and technical website review to WebMama for six years having worked
                     on projects including WebEx, Homegain, Salesforce, Chicago Mercantile Exchange, and
Verisign. Daria's search engine marketing articles have appeared in Search Engine Guide, SEOToday,
WebProNews, SEOConsultants, AddMe, and other online publications. Search Innovation's newest venture is
www.seoexplore.com, a search engine marketing resource directory for search engine marketers and webmasters.

_____________________________________________________________________________________________

				
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