Tim Peter thinks » Google

Biznology: 2 Huge Search Marketing Risks in 2012—And What To Do About Them

Tim — Fri, 16 Dec 2011 16:59:11 +0000

Most of the businesses I talk to increasingly have shifted their media spend towards paid search. And given its growth, who could blame them?

But, between the growing importance of alternative information channels and the possibility of serious antitrust oversight, next year will challenge Google with the largest threats in its history.

How can you be sure that this doesn’t turn into the worst possible time to start search marketing for your business? My latest post on Mike Moran’s Biznology blog, “2 Huge Search Marketing Risks in 2012—And What To Do About Them” seeks to answer just that question.

Are you getting enough value out of your small business website? Want to make sure your business makes the most of the local, mobile, social web? thinks helps you understand how to grow your business via the web, every day. Get more than just news. Get understanding. Add thinks to your feed reader today.

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Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

Technorati Tags: Google, google, Google +1, google adwords, Google antitrust, Google+, Google+ Pages, marketing best practices, marketing predictions, mike moran, search, search engine marketing, search engine optimization, sem, seo, strategy, success, 2012 predictions

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Are You Still Talking About the “Mobile” Web?

Tim — Wed, 16 Nov 2011 20:06:16 +0000

One of the reasons the Internet is so powerful, both as a way to put your story in front of customers and as a way to drive action, is its increasing ubiquity. The Internet isn’t a place anymore. You don’t “go online.” You are online, all the time.

Consider this:

Google projects that 15% of all searches conducted this coming Black Friday will come from mobile devices.
40% of all mobile owners use the internet on their devices.
70% of smartphone users—some 63 million people—use their device while shopping in a store.

So, why is it that only 1 in 3 companies advertising on the web have a mobile optimized website?

Mobile isn’t as hard as it seems. You just have to have a plan.

Ask yourself: “Is my site mobile enough?“
Look at whether apps make sense for your business.
Learn from what others are doing.

But, whatever you do, don’t sit on the sidelines. As I’ve said before, we’re not talking about the mobile web anymore; we’re talking about the web, period. The question is, are you talking about it at all?

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Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

Technorati Tags: android, E-commerce, E-commerce strategy, mobile

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Google+ and the war on SEO

Tim — Tue, 08 Nov 2011 19:37:49 +0000

A few months ago, I confidently asserted that no way, no how, does Google+ kill SEO. Now, while I’m not backpedaling, I am curious about what the introduction of Google+ Pages means for SEO practices.

For instance, Google offers this “shiny, happy people” video, showing that business (and social, really), is all about people:

But, they’ve also got this one, showing how you can connect directly to a brand’s Google+ Page from Google Search:

Notice here, when I search for Amazon using the query “+Amazon”:

Now, I’m not clear how many customers will use this new approach—I suspect not many for the foreseeable future. But, this is a fairly major change to Google’s search behavior and one—much like Place Pages—that leads the customer to Google, not to your own site. SEO experts work hard to ensure that the right pages show up first. Will Google bypass this and just have the Google+ Page return first, instead?

In any case, I recommend getting yourself a Google+ Place page both as an additional part of your web presence and, as I expect we’ll find out, an important part of your SEO strategy, too. This may not mean war on the SEO community. But it might be an opening shot.

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Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

Technorati Tags: E-commerce, E-commerce strategy, Google, Google +1, Google Place Page, Google Plus, Google+, search, search engine marketing, search engine optimization, sem, seo, SEO is dead, social, social commerce, social marketing, social media, social media predictions, social search, social strategy, strategy, Google+ Pages

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Google removes marketers’ access to valuable data, but, maybe, doesn’t protect privacy. Have they lost their mind? (BREAKING)

Tim — Tue, 18 Oct 2011 20:23:03 +0000

Ugh. Google announced today that they’re going to make search data more secure by hiding search query and referrer data. Except for when they don’t.

Huh?

It seems Google is going to hide the query and the referrer on searches for anyone logged into Google. While this will only affect, according to Google’s Matt Cutts, “single-digit” numbers of searchers, anything that makes it harder for marketers and e-commerce types to segment their customers, well, sucks.

Now this wouldn’t be so bad if it applied to all logged-in customers for all types of searches. At least then Google could fully claim they’re protecting privacy. But, Google isn’t doing that. The data from paid clicks (i.e., the type Google makes money from), continues getting passed to your analytics tool. Not sure how that’s protecting privacy. Google’s got enough trouble with potential regulators right now. I’m not sure this approach helps them there.

And, don’t get me wrong, there’s nothing wrong with Google protecting users’ privacy. I have argued repeatedly that protecting privacy is in marketers’ long-term best interest. I’m just not sure this accomplishes much in that regard.

Google’s announcement came earlier today, so many details are still up in the air. But the best analysis so far comes from Danny Sullivan:

“Not only does the policy discriminate against the SEO side of the search marketing family, it also sends a terrible signal to consumers. It says that referrer data is important enough to protect — but not important enough when advertiser interests are at stake.

To be fair, Google is concerned that people are more likely to do sensitive searches that somehow reveal private information in referrer data through clicks on its free listings. But this could still happen in relation to ads, as well.

I appreciate that Google’s trying to get the balance right, something Cutts said to me repeatedly, as well as all this being a a first step that will likely evolve. I also appreciate what he said about even this already improving things: “What you’re getting today is better than what you were getting yesterday.”

But still, it would seem better if all referrers were blocked. As a marketer, I hate saying that. But as a consumer, it does provide more protection. And for Google, blocking them all doesn’t create this mixed message that might backfire on them with privacy advocates.”

Admittedly, his analysis and mine align pretty heavily. But stay tuned for more. I’m sure we’ll hear a lot about this in the coming days.

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Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

Technorati Tags: advertising, adwords, analytics, attribution, attribution modeling, behavioral targeting, conversion, conversion rate, conversion rate optimization, E-commerce, e-commerce, E-commerce strategy, Google, google, google adwords, Google Analytics, Google antitrust, Google Buzz privacy, internet business, internet marketing, landing page optimization, measurement, metrics, online brand building, online marketing, ppc, ppc marketing, privacy, search, search engine marketing, search engine optimization, sem, seo, SEO is dead, what would google do

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It just works

Tim — Mon, 17 Oct 2011 17:33:04 +0000

According to Google’s “Ten things we know to be true”, Google strives to “Focus on the user…” knowing, “…all else will follow.” Google became the dominant search engine by offering a simple, usable interface on top of great search technology. It just works.

Apple introduced a new voice-activated personal assistant, called Siri, in its new iPhone 4S. I have one and it’s amazing. Ask it “Will it rain tomorrow?” and it responds with a quick look at the forecast. Tell it to send a text to your business partner, or your daughter, and it opens the messaging app and asks you what you’d like to say. Speak your message, tell it to send, and you’re done. Again, it just works.

I bring this up because there’s a raging debate right now on Google+ about whether Siri is just a re-heated version of Android’s Voice Actions, who got there first, and, near as I can figure, whose dad can beat up whose.

One commenter on the thread noted, “Everyone is spitting chips about [Siri's] useless ‘Natural speach (sic) recognition’ – Basically for idiots that cant (sic) remember 5 commands…”

Pity his spell checker doesn’t just work.

Ignoring the “idiots” part for a moment, the key here is “can’t remember 5 commands.” I’ve had an Android phone for the better part of three years. And I used Voice Actions maybe 5 times. Why? Because it didn’t “just work.” I had to learn how the tool wanted me to work. And, frankly, remembering those 5 commands wasn’t worth the time or benefit. With Siri, I don’t have to remember any commands. I just say what I want to say and, more often than not, it just works.

Now, this isn’t meant as a review of Apple’s iPhone or Google’s Android operating systems. I also don’t care whose dad can beat up whose.

More importantly, neither do your customers.

You see, the problem with Android Voice Actions is that it focuses on the technology, not the user. I don’t know if Apple is using superior technology than Google. Maybe they’re not. I don’t know if Siri is going to “win” the race forever. Maybe they won’t. But, as an “idiot user” (though I prefer “moron in a hurry”), I can tell you that Siri is much more useful than Voice Actions and that, at least over the last few days, I use it all the time.

Maybe the novelty will wear off. And, if Google focuses on its users’ needs with the next version of Voice Actions—as they’ve done with their search engine for years—maybe they’ll have the best tool on the marketplace. But, right now, there’s no question in my mind that Siri is the best user experience on the market for voice control. It just works.

If you think your customers consist of “idiots” who “can’t remember” what you want them to do, then that’s your problem, not theirs. Because they’re not idiots. Or “morons in a hurry.” What they care about is whether your product solves their problem—and whether or not it just works.

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Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

Technorati Tags: Apple, continuous improvement, conversion rate, conversion rate optimization, customer satisfaction, customer service, Don’t Make Me Think, E-commerce, e-commerce, e-commerce satisfaction, E-commerce strategy, e-marketing, ecommerce, Google, google, Google+, integrated marketing, internet business, internet marketing, iphone, marketing best practices, page design, strategy, Product Management, Design

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Rounding up the meaning of Google and Facebook’s big week (Small Business E-commerce Link Digest – September 23, 2011)

Tim — Fri, 23 Sep 2011 18:31:24 +0000

Weird week in the web world, with all the news centered around the two big players: Google and Facebook. First Google spent a day getting grilled by members of the US Senate. Then, yesterday, Facebook introduced a whole new look and feel. So, today, we’re rounding up the best posts outlining what these changes mean to you. On with the links:

Leading off, Mashable looks at what Facebook’s changes mean to marketers that’s definitely worth reading.
GigaOm says that Facebook’s changes will make media companies revisit their AOL days. Since Mashable’s article argues all marketers are publishers, its a good idea to pay attention to how the best publishers leverage Facebook as a content distribution platform.
Mark Ballard at Rimm-Kaufman Group (one of our 2011 E-commerce and Online Marketing All-Stars), looks at 5 key takeaways from the Google antitrust hearings. In particular, Ballard’s discussion of Google in a larger context underscores the nature of competition between Facebook and Google. Your business is almost certainly going to rely on one or both of these players (along with folks like Amazon, Apple, Microsoft/Bing, Twitter and review sites like Yelp, Angie’s List and TripAdvisor) for the next handful of years. What happens to one can affect what happens to you, too.
And, further underscoring that prior point, Business Insider’s Chart of the Day uses comScore data to illustrate Facebook’s dominance of social network activity. That’s not to say someone couldn’t come along and steal mind-and-market-share (hello, Google+). But, at present, Facebook leads the pack by a mile.
Finally, take a look at Rafe Needleman’s CNet editorial “Yes, Google really should worry about Facebook”. Facebook’s inherent knowledge of consumer behaviors, interests and desires–both now and in the future–threaten Google’s business model going forward. And may change the game for how you grow your business down the road.

Oh, and if you haven’t seen Facebook’s Timeline (the replacement for Profile going forward), check out the following video:

Have a great weekend, everyone. And hang on to your hats. We haven’t heard the last of either of these big stories.

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And while you’re at it, don’t forget to follow Tim on Twitter.

Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

Technorati Tags: adwords, Amazon, Apple, Bing, content marketing, content strategy, e-marketing, Facebook, facebook, FairSearch.org, Google, google, google adwords, Google antitrust, Google Plus, Google+, internet business, internet marketing, ITA, marketing, Mashable, Microsoft Bing, online marketing, Rimm-Kaufmann, search, search engine marketing, search engine optimization, sem, seo, social, social marketing, social media predictions, social strategy, strategy, TripAdvisor

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What Google vs. FairSearch.org and the US Senate Means to You

Tim — Thu, 22 Sep 2011 16:54:47 +0000

Well, it finally happened. Yesterday, Google and members of “industry watchdog” FairSearch.org testified before the Antitrust, Competition Policy and Consumer Rights subcommittee of the United States Senate Committee on the Judiciary. (The subcommittee could sure use some lessons in naming from that watchdog group, couldn’t they?) Search Engine Land has an excellent recap and also live-blogged Google chairman Eric Schmidt’s and the rebuttal testimony.

I put “watchdog group” above in quotes because, despite raising some excellent questions about Google’s practices, FairSearch was founded by Google competitors such as Microsoft, Expedia, TripAdvisor, Travelocity and Kayak (the latter three feel threatened by Google’s purchase of ITA Software and subsequent Flight Search product launch. I should also point out that I use Google AdSense for some of the ads displayed on this blog and conduct business on behalf of some clients with TripAdvisor, Expedia and other FairSearch sponsors—standard disclosures apply).

In any case, as Chris Sherman from Search Engine Land writes about a recent FairSearch study:

“Fairsearch.org has released findings from a new study that raises serious and important issues about Google, its influence on searcher behavior and whether the search giant’s actions are deliberately hindering competition. Unfortunately, the study results are tainted by flawed methodology and a blatant anti-Google bias, implicitly favoring the agendas of the companies that sponsored the research.”

The article concludes:

“Like most consumer watchdog groups, Fairsearch.org deserves credit for raising awareness on important issues that cry out for rational discussion. Unfortunately, the organization’s apparent single-minded goal to cripple Google, coupled with its disingenuous argument that this hobbling will be good for consumers (rather than helping the interests of its own patron companies) make it a source most people should eye with considerable skepticism.” [Emphasis mine]

I think the Search Engine Land folks are right. Some of Google’s practices are worth looking into. For instance, their approach to review sites isn’t entirely fair to those sources, no matter the benefit to consumers. I’m just not sure that government is well positioned to regulate such a dynamic market. After listening to some of the questions yesterday—and ridiculous pandering for broadband by several senators—I’m not sure our elected officials remotely understand the market they’re investigating. And the actions of FairSearch are, to quote Search Engine Land, as well as my friends Robert Cole and Henry Harteveldt, disingenuous at best.

Long term, increased access to information—whether provided by Google or others—creates increased price transparency for consumers. As I have noted for some time, Google’s antitrust trouble was inevitable. One company with that much power can harm the industry—and potentially your business. Which is why, I’ve also offered recommendations on what you should do about Google’s antitrust worries, including how to grow your business in a world without Google.

I’m not suggesting that we’re there yet.

But, given the lack of understanding of displayed by members of Congress (including, in a couple of cases, what looked like obvious bias against Big G), and Google’s less-than-stellar transparency in its responses, nothing would surprise me. It’s time you’re ready no matter what happens.

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Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

Technorati Tags: 2011 predictions, adwords, E-commerce, e-commerce, e-marketing, ecommerce, Google, google, google adwords, Microsoft, Microsoft Bing, Net neutrality, online marketing, ppc, ppc marketing, search, search engine marketing, sem, strategy, TripAdvisor, Expedia, FairSearch.org

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So, is Google+ dead or what?

Tim — Tue, 20 Sep 2011 21:07:44 +0000

Lots of folks are making noise about whether Google+ is already dead? They’re pointing to the fact that Google’s CEO hasn’t publicly used the service for a month and that Sergey Brin is only posting odd pictures of giraffes.

So, what about it? Is Google+ dead on arrival?

Um… no.

Google has loads at stake in the social space. Recent Nielsen data shows that U.S. Internet users spend more time on Facebook than anywhere else (see slide 6). They’re also sitting on some $39 billion in cash. I can’t see Google backing away from Google+ specifically, or social generally, anytime soon.

As we’ve seen with Buzz and Orkut and (maybe) Google+, Google has a lot to learn about social. Google+ may not be fully alive—though I’d argue it’s well-liked by the audience that is using it. But there’s no way they’re going to give up on the patient yet.

Update (9/21/2011): So, this morning, this is what’s on Google’s search page:

Google's search page ad

Doesn’t look like Google’s letting Google+ die to me. What do you think?

Are you getting enough value out of your small business website? Want to make sure your business makes the most of thelocal, mobile, social web? thinks helps you understand how to grow your business via the web, every day. Get more than just news. Get understanding. Add thinks to your feed reader today.

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Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

Technorati Tags: F-commerce, Facebook, facebook, Google, Google +1, Google Buzz, Google Plus, Google+, social, social commerce, social marketing, social media, social media predictions, social search, social strategy

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Social, Local and Mobile Links of Note (Small Business E-commerce Link Digest – August 19, 2011)

Tim — Fri, 19 Aug 2011 18:00:37 +0000

It’s been a busy week here at Thinks Central. We looked at the hidden connection between Elvis and social media, analyzed Google’s $12.5 billion bet on mobile and encouraged you to avoid snake oil salesmen while pursuing your social strategy. What’s the rest of the social, local, mobile web been up to? Let’s take a look:

Todd Wasserman at Mashable reports Android owners use apps twice as much as the mobile web. While Wasserman uses this as further evidence that the web is dead, I’m holding out to see how this trends over time.
Want a few reasons I’m holding out on the web vs. apps? Take a look at Business Insider’s slideshow of HTML5 apps that scare the pants off Apple. I’m only just starting to get my head around how to put HTML5 to work for your business. But this battle is far from over.
On the social scene, Jeff Bullas asks if Google+ will be the second biggest social network in 12 months. I suspect it will, though the bigger question is whether being the number 2 general-interest social network (as opposed to a #1 niche social network such as LinkedIn) is good enough to sustain interest from consumers and advertisers.
Supporting this point of view, TechCrunch highlights data suggesting Google+ is struggling to cross-over to mainstream users (though, to be fair, the data is terribly inconclusive at this point).
On the flip side, Business Insider has an excellent profile of the analyst who says Facebook management “is in a virtual panic” as “growth hits a wall”. Following this train of thought, Google+ could end up #2 by default if Facebook falters.
Switching to search, Chris Thunder (I hope he calls his house “The ThunderDome”), has a great piece at Search Engine Journal detailing 3 great AdWords tools you’ve probably never heard of. I know I hadn’t.
Tom Critchlow of Distilled looks at how Twitter’s t.co link shortener will change the tracking game, properly attributing “direct” traffic to various Twitter clients. Very cool.
Speaking of tracking, Adobe/Omniture has an interesting white paper (PDF link) talking about the business impacts of Facebook’s Like button. While part of the white paper is marketing for Omniture’s analytics products, they offer some fascinating insights into how companies currently benefit from incorporating the Like button into their sites.
And, since we’re talking about incorporating stuff into your site, GetElastic offers something to think about before you redesign. Well worth reading if you’re thinking about making changes to your site.

Finally, I would be remiss if I didn’t point you to my friend Robert Cole’s God-awful rebuttal to my “Elvis meets social” post. For the record, I am so sorry. But look at the bright side: You’ve got all weekend to blot that image from your mind. Or to “kit-roll” your friends with it.

Have a great weekend, Big Thinkers. See you back here next week. If we’re still on speaking terms after Robert’s page, that is. I’m keeping my fingers crossed.

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Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

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Google’s “Something Different” Offers Your Competitors Brand to Customers Looking For You. Should You Care?

Tim — Thu, 21 Jul 2011 19:13:06 +0000

A couple months ago, I talked over on Mike Moran’s blog about whose brand Google wants to build. (I’ll give you three guesses).

So, today, I was doing a little research and ran across this, ahem, nifty little feature Google offers:

Click to enlarge
(Press X to close)

Yep. Google thought it might be nice if you tried “something different.” Y’know, like the competitors of the brand I’d searched. Nice, huh? Brand marketers are going to love this. Except, y’know, not at all.

As I mentioned in the Biznology piece, this doesn’t make Google “evil.” They’re just trying to find the best answer for their customer. And, sometimes, your competition is a better answer for your customer. But only Macy’s Santa Claus is thrilled with the idea of sending customers to another store when his place of employ doesn’t have exactly the right toy for little Johnny.

So, what can you do about this? Here are a couple of ideas:

Continue to put emphasis on long-tail terms. So far, it looks like Google is only doing this for brand-level terms, not products or locales. Which, makes a certain sense. A customer looking for a brand is likely further up the purchase funnel than one looking for a specific product.
Encourage your customers to search for products and locales. Just the logical extension of the above but worth thinking about.
Don’t drop your paid search ads on brand terms. Yes, I know this plays right to Google’s benefit. But evidence suggests it plays to yours, too. (Yes, your mileage may vary. But, brand terms often work for brands and increase the visibility of your site when a customer searches those branded terms).
Continue to look for other customer acquisition channels. Look, search isn’t going away anytime soon. But that doesn’t mean you should put all your eggs in Google’s basket.
Don’t panic. Yes, this is a challenge. But, remember, if Google is showing your competitors to customers searching for you, they’re also likely showing you to customers searching for your competitor. (At least it looks this way in the quick testing I conducted). Depending on the number of competitors for your brand, you’re getting more exposure than you’re giving up. That’s (possibly) a Good Thing.

What do you think? Are there other ways to put Google’s “Something New” to work for your brand? Let me know in the comments below.

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Technorati Tags:
advertising, adwords, click, conversion, conversion rate, E-commerce, e-commerce, E-commerce strategy, e-marketing, ecommerce, Google, google, google adwords, Google antitrust, internet business, internet marketing, marketing, marketing predictions, online marketing, ppc, ppc marketing, search, search engine marketing, search engine optimization, sem, seo, strategy

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