Friday, December 12, 2008

Obama Ads Online: Search Advertising Analysis by Kate Kaye

This is an article by Kate Kaye, senior editor of ClickZ News, entitled “Politics 2.0: Political Change Comes to Search, Too.” It looks at the search marketing tactics that Chicago’s own Barack Obama and his rivals used during the 2008 presidential electiion.



Thursday, December 11, 2008

Check your website’s competitiveness for free

There is a myriad of SEO tools available out there for webmasters who want to check their site’s competitiveness, link popularity and more. ReviewMyWeb is a new free SEO service. It is designed to help you better understand how well your website is performing against the competition. We have tested ReviewMyWeb to see what kind of information this service offers.


ReviewMyWeb is easy to use: Visit the web page, enter the URL of your site and that of one or two of your competitors. Then you add your email address and in a wink the link to the report waiting in your in box.

The report rates your website’s competitiveness and provides insight into how it performs across different parameters:


Traffic rank
Back links (in Google, Yahoo and Ask)
Number on indexed pages (in Google, Yahoo, Live and Ask)
Blog coverage (in Google Blog Search and Technorati)
Blog competitiveness (in Google Blog Search and Technorati)
On page criteria (description, keywords, H1, H2 and H3 tags plus keyword density)
You get easy to read graphs comparing your site to your competitors’. In addition, there is a relatively detailed report with tips for improving the competitiveness of your site.
If you are new to SEO, the report from ReviewMyWeb is a good introduction to important parameters to track and benchmark to improve your web site’s traffic, relevancy and popularity compared to the competition.
Be aware though, that when the link to your report is mailed to you, it is also published in a list of recent reports at ReviewMyWeb, so your report is available to anyone who wants to check it out.

6 easy SEO strategies

More and more people are responsible for information dissemination on the Web, often without any formal — or even informal — training in search engine optimization. Here is a presentation I gave at the Online Information Conference in London On December 2:
The presentation outlines six tounge-in-cheek typologies representing tried and true ways of making content visible online. These techniques do not include tweaking of meta tags. In fact they don’t require HTML skills at all. They focus, not on building web pages that search engines like, but on writing content that real web searchers are looking for.

Google jockeying search engines in the classroom


Google jockeying search engines in the classroom
The innovative teaching practice called Google jockeying might be an effective tool to help students acquire skills for online research while mimicking their own learning strategies.

Come again?
Are you asking yourself what on earth Google jockeying might be and trying to figure out where horse racing enters into web searching? The answer is not so outlandish:

A Google jockey is someone who takes part in a presentation or class and surfs the Internet for web sites or resources mentioned by the presenter or terms and ideas related to the topic. These searches are displayed along with the presentation and are meant clarify the topic and provide further learning opportunities.


Although this practice takes its name from Google, any search engine will do. The Google jockey will search for definitions, images or multimedia files and other online resources that illuminate the topic.

The practice of Google Jockeying appears to have been started at the Annenberg School for Communication at the University of Southern California (USC). The idea surfaced while a professor was preparing a lecture in which he would be discussing a wide range of disparate ideas. Colleagues at USC then incorporated the practice into several courses, workshops and conferences.

The activities of the Google jockey might influence the direction of the lecture or the Google jockey might represent a true “back channel,� taking place as a corollary to the primary lecture without affecting it directly.

The pros and cons
This practice is significant because today’s students are Internet natives — they have known this technology since childhood. With the relatively recent addition of broad band Internet access and always-on communication, many students are used to being exposed to multiple sources of input. Some have even come to expect this kind of communication.

Google jockeying mimics a way of working that many students are used to from their work on group assignments. With Google jockeying they benefit both from immediate access to online resources and from the research techniques of the Google jockey.

The success of a practice like this depends on the skill of the Google jockey. If the jockey is not an adept searcher, the benefits of this added activity vanish and it turns into distractions.

Although many students crave the kind of multiple input that Google jockeying provide, others are not comfortable multitasking. They will probably find the practice more distracting than helpful. Because of this, it might be wise to consult students before including this practice in the classroom.

Research skills for students
Google jockeying is described and promoted as a technology supported teaching practice by the EDUCAUSE Learning Initiative (ELI). In their presentation of Google jockeying ELI describe this important benefit of this teaching innovation:

“Students use and understand the tools and techniques of Google jockeying, but evidence shows that many students lack strong information fluency skills, despite having been raised on technology. Students believe in online research, but many are not adept at conducting Web research efficiently or at discerning reliable online information from material that is suspect. Despite research indicating that using multiple search engines significantly expands the results obtained, many latch on to a single search engine and never stray from it. Google jockeying vividly shows the benefits of diversifying searches and functions as a real-time demonstration of searching for, cross-checking, and evaluating online resources.”

So for student groups that have the right kind of technology know-how, Google jockeying might be a means of fostering research skills while at the same time enriching and expanding a course.

The presentation of Google jockeying is part of the “7 Things You Should Know About…” series from the EDUCAUSE Learning Initiative, which provides concise information on emerging learning practices and technologies. Each brief focuses on a single practice or technology and describes what it is, where it is going, and why it matters to teaching and learning. Use “7 Things You Should Know About…” briefs for a no-jargon, quick overview of a topic and share them with time-pressed colleagues.