My Rant……..The Next Bubble.

February 16, 2010

After reading a new article regarding the internet SEM investments and recent venture capital funding to WebVisible (another $20M), Reach Local (original $55M back in Oct 2007), and Yodle (recently funded with another $38M) I wanted to comment about The Next Bubble. Let’s discuss the what where and why investors are hot for SEM, Search, and what I see is still  groundbreaking opportunity in local search marketing consulting, as Greg Sterling’s blog pointed out here in his blog titled Screenwerk.

The thing about this topic is that it is both political, thoughtful, and very personal to me.

If you look at the success of Google (information from Wiki:) over the “somewhat” recent years-

Google Inc. (NASDAQGOOG, FWB: GGQ1) is a multinational public cloud computing and Internet search technologies corporation that hosts and develops a number of Internet-based services and products, generating profit primarily from advertising through its AdWords program. Google was founded by Larry Page and Sergey Brin while the two were attending Stanford University as Ph.D. candidates. It was first incorporated as a privately held company on September 4, 1998, with its initial public offering to follow on August 19, 2004. Its headquarters, located in Mountain View, California, is often referred to as the Googleplex, which is derived from the number googolplex. The company’s stated mission from the outset was “to organize the world’s information and make it universally accessible and useful”, and the company’s unofficial slogan, coined by Google engineer Paul Buchheit, was Don’t be evil. It runs over one million servers in data centers around the world, processing over one billion search requests every day and about one petabyte of user-generated data each hour. Even the company’s name, Google, was a play on the large number googol to represent the large amount of information the company set out to organize.

From this house:

Google Started Here

to multi-million dollar complex in Mountain View California:

https://i1.wp.com/www.propertyinvesting.net/cgi-script/csNews/image_upload/default_2edb.googleplex.jpg

GooglePlex

Google is set to become the largest company in America.

Google Stock History

Google stock compared to GE and Exxon

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Local Small Business Internet Advertising Options are Changing

January 13, 2010

WOW… things are heating up in the local advertising search space.

In December, ReachLocal.com, one of the largest pay-per-click lead generators, filed for an IPO. On January 4th SuperMedia, formerly IdearcMedia, emerged from Bankruptcy and essentially wiping away billions and billions of dollars worth of debt built up by Verizon Telecommunications (Corporate Fraud at its best if you ask me!)

Yahoo! and Microsoft Finalize Search Agreement

SUNNYVALE, Calif. & REDMOND, Wash., Dec 04, 2009 (BUSINESS WIRE) — Yahoo! Inc. and Microsoft Corporation today announced that the companies have finalized and executed the definitive Search and Advertising Services and Sales Agreement and License Agreement in accordance with the letter agreement announced in July.

The companies released the following joint statement:

“Microsoft and Yahoo! believe that this deal will create a sustainable and more compelling alternative in search that can provide consumers, advertisers and publishers real choice, better value, and more innovation.

“Yahoo! and Microsoft welcome the broad support the deal has received from key players in the advertising industry and remain hopeful that the closing of the transaction can occur in early 2010.”

I have not heard any recent news from AT&T recently, but I wanted to reach out and give them a pat on the back. Why you may ask? AT&T partnered with WebVisible. Why is this such a big deal? $$ What do peanuts bring? $$

Unlike SuperMedia’s persistance on offering PPC management with very little if any focus on “Website Ads,” (Some folks call this landing pages…. PPC landing pages etc) Example of AT&T PPC WebVisible Landing Pagewhich is what I like to call the pages on a small business website that are similar to ads in a phone book. WebVisible’s product also help clients convert traffic from the clicks into phone calls, an area that SuperMedia completely disregards (just like analytics.) Outsourcing website development will not help the cause either. SuperMedia sends leads to your current website or one that they create. Such as this one. AT&T (like AdzZoo) is creating landing pages. This is a big advantage considering that many advertisers have zero clue on how to convert clicks into phone calls. It is obvious to me that SuperMedia also has no clue. ReachLocal is the same if you ask me, since the majority of PPC campaigns are built around proxy sites (mirrored websites with phone number replaced for call tracking.)

Here is the best website I have seen from a Yellow Pages company www.TheTransmissionShop.com by AT&T Yellow Pages. Jeff Swope at Webformance Inc. asked Dalana, a new Webformance developer, to redesign the companies Yellow Pages built website. Here is what she was able to produce in less than 5 days: www.WebformanceInc.com/Dalana

Pretty impressive if you ask me? How much did it cost compared to the one the Yellow Pages company took 6 months to produce? Peanuts!

What also impresses me most about WebVisible is the fact that they are willing to try new ideas and methods.

Peanuts bring you Elephants.

Such as:   http://directory.leadmaverick.com/WebVisible/Los-AngelesLong-BeachSanta-Ana/CA/10/8174/index.aspx

Recently, WebVisible partnered with Ecordia. Smart move. I was impressed with what Sean Jackson and the folks at Ecordia have created with the Ecordia Content Hub. WebVisible understands content.

Content is:

http://spiritualdeepdish.files.wordpress.com/2008/05/elephant_money_origami.jpg

Although many sites offer a Subdomain SEO strategy, (Ecordia) takes it further with limitless content, and easy landing page creation (via CSS style sheets) and quick content SEO via the Ecordia Content Optimizer tool. The content hub also helps get rid of the noise created when sending paid search links to home pages. It is not only an effective SEO strategy (utilizing the LeadMaverick subdomain) but also has potential for PPC.

Here is an example of an organic result for Ecordia’s LeadMaverick subdomain.

Ford Owner Loyalty Search Results

Other Great Ideas: Mobile Search beyond apps. PPC management for the client via Google and not using proprietary bid management systems. Open source website development. Working for the client (they can’t afford to hire a search marketer, web developer, and content writer, hence why outsourcing the work to a local boutique internet marketing agency is so vital. When a directory publisher creates an account for you on Google, do you own it? If they fail to provide quality work, are you able to take the work elsewhere? Do they leave you options beyond a 12 month contract and big commissions and collections attorneys? Stop buying advertising from Sales people. Start getting your internet advertising from Internet Marketing Consultants!

When it comes to marketing online, sometimes Peanuts brings you Elephants!