Bad Clicks and Good Trends

I was going to write a blog about click fraud… How to detect it? What to do about it? Honestly though, the support pages for the major search engines sum it up pretty well. They have auto-filters in place to watch for invalid clicks.

If you think the search engines missed something that is out-of-line – like you got 100 clicks in one day on a keyword that has only had 3 clicks over the past 4 months – contact support and report it. Here are some links to the support pages for the 3 major engines where you can read all about their click fraud protection and procedures:

• Google Adwords Help Center on Invalid Clicks
• Yahoo! Search Marketing Help on Click Fraud
• Microsoft adCenter Help (Perform a search for “Invalid Clicks”)

Instead, I’d rather talk about my current web addiction, Google Trends, particularly the Hot Trends section. While it’s not a social site in the strictest definition, what could be more socially relevant than a top 100 list of what everyone is searching for on Google, updated every hour? Breaking news, new product releases/announcements, celebrity hijinx, viral videos – it’s all there.

And it just keeps giving and giving. Google Trends has helped me get 2 free Nine Inch Nails CDs, a free Rita’s Water Ice, a free McSkillet Burrito, and a free Jamba Juice breakfast. All I had to do was review the results for the topics that everyone else was searching for. I missed out on IHOP’s Free Pancake Day, but it did warn me when Starbucks closed every location for training, and let me know that I could get a $1 latte at Dunkin Donuts instead. I’ve learned about National High Five Day and National No Pants Day.

What’s not to love? And isn’t that what the Internet is all about: Instant information at your fingertips? What you need to know, when you need to know it? Google Trends puts it all in one place.

Now if Apple would hurry up and release my 3G iPhone already, I could get the Hot Trends “to go.” Of course, when Steve Jobs officially announces the 3G iPhone, I can guarantee you it’ll shoot to #1 on Google Trends.

Social Media – Not So Social?

Despite being in the search marketing field, considered fairly “techy” by most, there are times when I can be somewhat of a luddite when new advancements come along. In the deafening buzz going on about the possibilities of MySpace, YouTube, Facebook, etc., my inner hippie wanted to shout, “Don’t you people unchain yourselves from the Internet to get a breath of fresh air every now and then?”

I suppose this sounds strange coming from someone whose career is centered on the Internet and search engine behavior. But I’m also in Client Services, which means that in addition to being online all day, my job is also about communication and interaction. My fear is that at some point, the constantly expanding digital communication opportunities will ultimately turn into a slippery slope leading to personal alienation and social ineptness. We’re already seeing it to some extent –break-ups via text message, fights on Facebook walls. The personal element that makes a relationship real and lasting is shrinking.

Yes, on the one hand, social media helps you stay connected – with more people, more often. I can say from firsthand experience that I’ve reconnected with many old friends thanks to Facebook. It’s fun and easy, but for the most part, it’s superficial. How many of those connections go beyond “Hi, how are you”? If there isn’t already an established relationship behind it, chances are your connections in social media won’t go much further than that. And in a world where time is precious, is that really the best use of it? It’s also too temptingly easy to save the tough, awkward stuff for online, where no one can see you blush, or hear your voice quiver. But those are exactly the conversations that need to happen in person – they make you who you are, and provide invaluable training for personal and business interactions down the road.

I’ll put my search marketing hat back on and say that social media can be a valuable tool for brands looking to connect in new and fresh ways. In fact, the great parallel between marketers running a social media campaign and individuals connecting with friends online is that you can’t put all your eggs in one basket and expect to do your best. Brands need to have a presence in traditional marketing channels as well as online, and people should invest in quality face-time with friends instead of just Twittering their lives away.

I encourage everyone, marketers and individuals alike, to step away from the computer and engage in real, face-to-face communication every now and then. Nothing can replace the facial expressions and subtle intonations that come with the real thing, no matter how many smiley faces and LOLs you insert.

How to Brand Yourself as a Thought Leader through Podcasting

Podcasts may not have become “the new blog” that some experts touted them as early in 2005, but many savvy marketers are utilizing podcasting as part of their web strategy to achieve a variety of communications goals.

According to a 2006 Neilson Research study, 6.6% of the U.S. adult online population had downloaded an audio podcast within the previous 30 days. Popular topics run the gamut from comedy to news, marketing to parenting, sports to gaming, technology to cooking and everything in between. The audience for podcasts is huge, but they have definite demands – few, or no, advertisements and interesting, fun or useful content.


Getting Started – Brainstorming Content

1. Decide upon a tone for your program.

If you’re going to be speaking to a podcast audience – and particularly a consumer audience – it’s important to stay away from a heavy “advertising” tone, but you can still get your message across within some creatively communicated content. One way marketers can do this is by creating content relevant to their brand that would be of broad interest to listeners without specifically referencing the brand, and then inviting listeners to visit their brand website for more information on the subject. This sets the tone as informative and useful without being pushy or product-focused. Another way, particularly for business audiences, is to present a case study that speaks to a current, interesting topic. Invite a client to talk with you about how, together, you have dealt with a challenge or successfully implemented a strategy that is directly related to the subject of the podcast. Without being obviously promotional, you can still get the idea across that your product or service might be of value to the listener.

2. Brainstorm overarching content ideas that can be continually updated and revisited over time.

You don’t have to stick with one topic that’s covered in every podcast. You should strategize ways to change the focus regularly while still maintaining the ability to fit your brand message into the content. Sometimes just changing the format of the segment will keep things interesting for listeners. For example, go from a single speaker format to an interview format to a Q&A format, etc., to switch things up a bit. A marketer promoting an all-natural plant fertilizer, for instance, might have a program lineup that includes a segment on gardening tips for the season, then an interview with a landscape engineer, then a Q&A session during which the speaker answers frequently asked questions about soil conditions, then a discussion with some gardening hobbyists, and then a segment on organic gardening, etc. An underlying brand message can be communicated throughout any of these content ideas.


Producing your Podcast

1. Research audio recording options and decide upon a solution that works best for your needs.

There are many packaged solutions available that allow non-expert users to easily record and edit audio files. You’ll likely need to purchase a decent microphone, and perhaps some software, to get started. Another option is working with a production company to create your segments from start to finish. Depending on your goals and budget, there are many options available that make it easy for anyone to get a podcast going.

2. Create your RSS Feed

Once you’ve created your podcast, the next step is to create the RSS, or Real Simple Syndication, file. This allows listeners to subscribe to your podcast via their feed reader, so your content is distributed automatically to your listeners each time you upload a new podcast. There are many tools available for helping to create RSS feeds, including Podcast RSS Feed Generator and ListGarden RSS Feed Generator.

Promoting your Podcast

Make sure to add your podcast feed to the many online directories that maintain searchable lists. Podcast Alley, Podcast.net, iTunes, and even Yahoo are just some of the websites you can visit to submit podcast feeds.


The Payoff

Think of podcasting as a public relations tool more so than an advertising vehicle. The idea is to reinforce your brand messaging within content that is interesting, on a continuing basis, to your target audience. If speaking to consumer audiences, you can position your brand as an innovative, hip and fun contributor in the Web 2.0 environment, or as a solid, reliable source of important information. For business audiences, you can position your company or team members as thought leaders, industry experts, or sought after sources for ideas and information about your particular product, service or business area. Ask your PR partner to make sure that editors covering your industry are aware of your podcast and you may find that your content will inspire valuable coverage in your target media as well. Mention your website as a resource for more information about your topics to drive additional traffic from your listeners.


Some podcasts to check out

Take a look at the online directories mentioned above to check out some successful podcast programs that may inspire your own podcasting ideas. Here are some favorites from the DBE team.

• Manager Tools – a weekly podcast focused on management and leadership strategies.


• HBR IdeaCast – Harvard Business Review’s bi-weekly podcast addressing current topics of interest to the business world.


• The Onion Radio News – a daily podcast of short news clips from The Onion, a popular opinion news website


• The Word Nerds – a podcast focusing on language and wordplay


• NPR Technology – National Public Radio’s technology program


• Grist Environmental News - Weekly podcast on environmental issues and information about green living