Marc Ohmann’s Blog

Yesterday I was in a meeting with a partner from a mid-sized insurance firm here locally.  We were discussing all the exciting aspects of Internet marketing, social media and most importantly public relations online.  Jeff Rabkin from Wowza was in the meeting also and was discussing his recent experiences with Mattress Giant.

For anyone who doesn't want to read the article.  The gist is that a Google search for Mattress Giant displays a negative review from epinions.com as the second organic result.

In our meeting the insurance company partner was amazed that negative results could show up and that Mattress Giant was trying to improve their image online. 

Since I will never have time to read all of Lee's 256 Must Read Blogs (which leaves me with 330 in my reader), I figured to put all this knowledge to best use all the sites should go into a custom search engine.

Creating the CSE would have only involved a quick Perl script on the OPML file but thanks to Feedburner, it's not that easy.  So anyhow incase anyone wants it, here is the file listing every site included .

Here is the link to the actual search engine page or you can make use of a search box like the one below.

Last month I accidentally typed the letter 'i' twice when writing ZoomInfo on the 'About ' section of the blog so it appeared as ZoomIinfo.  Through the analytics I discovered quickly that I was ranking for this misspelling and quickly corrected the spelling on the site.  However, before I could get it changed I had already had 15 visitors from Google due to the misspelling.  It gets better, those 15 visitors ended up with an average of 4 pageviews each!  Oddly enough due to the misspelling it seems those visitors still found something they were looking for on the site.  Long live the long-tail-of-search.

Now my wife will attest that I am not the most observant person so this may have happened a couple of days ago I just didn't notice.  But today I have been seeing a Google map link included in the search results for some businesses — such as the listing below.

Just another reason to make sure your business is included in the Google Maps (Local) database.

Popularity: 10% [?]

With web searches constantly craving better search results, there is a large trend in search towards vertical searches (searches refined to a specific industry, location, etc).  As with anything in search these days, the Google juggernaut is making aggressive moves in the area.  One particular product Google is offering in the area is Google Base.  From the Google Base info page:

So I spent some time recently reviewing some of our local competitions portfolios to get a feel for the types of work they are completing.  One company in particular has been trying to chase a number of our clients and prospects.  I won’t name any names but I feel so much better about differentiating ourselves from the competition after reviewing their work.

The Good

According to this article over at Information Week, by the year 2011 four industries will make up over half of the online ad spending — totalling $11.5 billion.

Not a real shock but the four industries will be:

• Media and Entertainment
• Financial Services
• Travel
• Auto

This reminds me of some content from one of my speeches where I quote a CMO from one of the big 3 auto cos as stating that 2 years ago 10% of their marketing budget was spent online, today 30% is spent online and in 2 years over 50% will be spent online.  I might have my years mixed up there but its the general idea.

Have you ever sent out an RFP for a web project and been amazed at the wide range pricing in the proposals that come back? It is not uncommon for us to consult with a company who has received proposals that vary by an order of magnitude or more in price. It’s not that one company is wrong or one is right. It’s simply that there are so many ways to attack a web project and really your results are generally only controlled by how much you invest — as long as you are investing in each of the 6 areas below.