Search Engine Marketing Articles

I Roundtable web browsers: marketing and search engine optimization

On Tuesday 28 October, at 18:30, will be held in the Auditorium of the building Ramblas Universitat Pompeu Fabra (Ramblas 32, Barcelona), presenting a new edition of the Master in Search Engine Optimization and Digital Marketing and as a panel discussion on web Search.

I have the pleasure of sharing roundtable Fernando Macia from Human Level Communications, Who will talk about SEO and Christopher Rovira Research Group UPF DigiDoc to discuss finders training and research. I will discuss SEM (Search Engine Marketing) and explain "6 techniques that will help us optimize our search engine marketing budget".

Each of us will present his vision on search engines and share related experiences market intelligence, content strategy and brand positioning.

At the end of the presentations, a discussion in which attendees can ask their questions will open.

More information about the event:

See you!

More information about the event: Roundtable Search Engine Optimization

This is the presentation with which I illustrated my talk:

We talk to each other.

Objective: conversion of 4% on the website of a hotel

What is the conversion of a website of a hotel and what should be? Converting the website of a hotel is the ratio we get if we take the total number of bookings made through the website, divided by the number of visits to the website.

With a web page without knowing freshly cooked thoroughly to the users of that website, we should start with a 1% conversion. That is, for every 100 web visits, 1 visit becomes reservation.

If the website of a hotel is below 1% it is having a problem (or several problems, but is too long to treat it here and you can find more info on our corporate blog).

If the website of a hotel is above 1% is so good to begin with. And we can raise the set ourselves an ambitious goal. This goal is to reach a figure between 3% and 4% on average (see below that this percentage varies depending on certain profiles and origin of visits).

Why should we have so clearly the conversion of our website?

Above all, to make forecasts billing: if we clear the conversion and is a correct figure, then we can focus on attracting our target audience to the website of the hotel.

In addition, we calculate the cost of acquiring a new customer and with this figure, we can know that the advertising campaigns we undertake to attract visitors are profitable or are not.

Por ejemplo, si dedicamos 500 euros al mes a atraer visitas a través de anuncios en Adwords de Google y sabemos que la web convierte un 3%, antes mismo de iniciar la campaña podemos saber el coste de adquisición de un cliente, podemos fijar en Google Adwords el coste máximo por adquisición de visita (0,75 euros por clic, para empezar) y por lo tanto, podemos prever que con 500 euros, obtendremos 667 visitas como mínimo. Si sabemos que convertimos un 3%, podemos prever que de las 500 visitas obtendremos 20 clientes. Por lo tanto, el coste de adquisición de un cliente es de 25 euros (500 euros / 20 clientes). Con esta cifra, podemos preguntarnos si tenemos margen suficiente para atraer clientes siguiendo estas premisas y si la campaña es rentable o no.

Why are hotels that do not know the conversion of your website?

For conversion to client site enough to know the number of visits that have the page and the number of bookings they come through it. This is easy to obtain, with a minimum of data organization. The tricky part is to get the user profiles that become customer to take action just to get these users.

But still, there are hotels that do not know this ratio. This should not be. Any site manager must know your goal and conversion. Although the booking engine on the web does not allow the inclusion of tracking codes (common problem). I have already indicated that this is only know 2 data. This may not be so complicated!

The conversion differs according to socio-demographic characteristics of the user

If our booking engine allows you to include tracking codes and conversion, then the task of obtaining a high ratio is much easier because we can focus on meeting users who become more and get attract only those to the website.

For example, if our website is in English and Castilian, surely we will have a ratio higher conversion between English, Dutch, Scandinavian, etc ... that between Italian, French or German, as the former speak better English than the latter.

With a good web analytics program can get conversion rates for each of the socio-demographic variables for which we are permitted segment.

Well segmented data conversion can also make changes to the website to help users make now are not converting.

The conversion differs according to the origin of the visit to the website

In our web analytics program we will also see that certain keywords convert more than others.

Por ejemplo, la gente que busca en Google el nombre de nuestro hotel, se convierte más que los que buscan “hotel barato en Barcelona” por ejemplo. Esto es porque los primeros o bien ya conocen nuestro hotel, o bien han leído sobre él, o bien tienen referencias sobre él. En cambio los que buscan términos generales no lo tienen tan claro y cuestan más de convertir.

El ratio de conversión de alguien que busca en Google el nombre del hotel puede llegar a ser del 8% y hasta del 10%. De ahí que sea tan importante para un hotel aparecer bien en las páginas web de intermediación hotelera, ya que un gran número de usuarios visita éstas páginas y luego busca en Google el nombre del hotel para ver si encuentra precios más baratos, para ver más fotos del hotel y para ver paquetes y ofertas tentadoras. Y también sea tan importante para el hotel gestionar bien su reputación online.

There are many more factors influencing the conversion of a visit. We can go treating them in the comments of this post if anyone dares to participate. I invite you to do and so get together a good compendium of factors.

We talk to each other.

SEM Interview published in Hypertext on

In the May 2008 they have published an interview that made me wake of some classes of Search Engine Marketing (SEM) in the Master Search Engine the Pompeu Fabra University.

The author of the interview is Mari Carmen Marcos.

He Master in Finders is a master which is offered online and is aimed at graduates from other races, who want training in Digital Marketing and Search. The master has some 100 teaching units and between interviews with industry professionals include units. Among these interviews mine included.

Once published the interview, master students could ask me questions about it and a round table (online) mounted on issues related to the SEM.

The interview can be read here: Montse Interview Peñarroya

Gloogle Trends - Trend Analyzer can help you improve your adwords campaigns

For several months, from Google Labs, Google offers a new tool for trends search of a term, or to compare search trends for two or more terms.

As Google notes, this tool is in beta, so their results are not 100% reliable, but still, the information you provide is useful and can make a good game of it.

How can we use Google Trends level Digital Marketing?

It is obvious that apart from the pleasure of satisfying our curiosity, Google Trends has more utilities. The most prominent is to supplement the selection tool of Google Adwords keywords.

Comparison between two or more terms for hiring Adwords

Although Google Adwords already offers a similar tool:

If we look for keywords related to "tourism in Barcelona" in the Google Adwords tool and select the "Volume Trends global search" option, we obtain the data shown in this image:

This information is useful to choose keywords for which we want our ad to show, but if we perform this same search on Google Trends comparing "Tourism in Barcelona" with "barcelona hotels", the result gives us is more complete and it allows us to improve much more the campaign.

La herramienta de Google Adwords nos indica las palabras clave relacionadas con la palabra inicial, pero Google Trends nos muestra la evolución de las búsquedas de esos términos, y la información sobre el origen de ésas búsquedas. Nos las puede mostrar incluso por ciudades. Y si seleccionamos una región en concreto, nos lo indica por ciudades de esa región. Esto nos puede ayudar mucho a crear nuestra campaña y a segmentarla correctamente.

Para términos en otros idiomas, aún es más importante la información sobre las búsquedas regionales. Por ejemplo, si la búsqueda la escribimos en Inglés: “Tourism in Barcelona”, y seleccionamos la tendencia por regiones, veremos las búsquedas de éste término por países.

Aunque los resultados de esta búsqueda creo que sí se ven afectados por el hecho de que se trata de una beta… por mi experiencia en marketing turístico no me parece lógico que la mayor parte de búsquedas realizadas en Google para el término en cuestión, estén hechas desde Irlanda… así que creo Google no tiene en cuenta todas las búsquedas de todos los Google’s locales de todo el mundo. Pero bueno… aún así, la información que nos ofrece es útil y ayuda a completar la información que obtenemos desde Google Adwords… y si ahora ya nos es útil, es de esperar que en un futuro próximo esta herramienta deje de ser beta y aún pueda sernos de más utilidad.

Do you know the changes in the algorithm of management of Google Adwords?

So far, the order in which your ad appeared depended on the amount of money you were willing to pay for it. But it is no longer true, since early December.

Google ha introducido un “factor calidad” en el algoritmo que ordena los resultados y que acaba decidiendo qué anuncios salen en primer lugar, en segundo, en tercero, etc. Y lo ha hecho para evitar que gente que no dispone de ciertos productos y contenidos compre las palabras clave y dirija tráfico a su web como si las tuviera. (Por ejemplo: comprando palabras que corresponden a productos de su competencia).

While some SEOs and are beginning to fear that the management of announcements through the Adwords process, end up being as dark as the sorting of search results, we share with Google the view that is good for all advertisers and for those who they clicked on the ads.

What is the "quality factor"?

As always with things that work well, there are those who abuse them to get more out than the rest. This has been going on with Google Adwords and Google now wants to remedy.

Google wants to make sure that the page you are directed once you have clicked on one of the ads, deals with what you are looking for.

So from now on, if the content of a page has nothing to do with what the user was looking at Google's announcement that page will be out in last position.

How to be in the top ad positions without having to pay more for it?

For it is clear ... maximizes the number of times the words on which you hired ads appear in the text of the page pointed to by the ad.

And of course, make the page that takes your ad (landing page) is different for each word. You can do this easily from the menu Adwords.

For example:

A user searches Google: "fireproof safe"
You have a company that manufactures security products and sell fireproof safes and have hired Adwords so that when someone searches for "alarm", "safe", "safety deposit boxes", etc. your ad appears on the right side of Google.

So far, the best advice I could give in this case was to have two ads, one for alarms and one for safety boxes. With that you make the decision to click on one of your ads is higher, because the ad talks about what the user is looking.

  • "Alarm" -> alarm annunciation
  • "Safe" -> announcement of safes

With the change in the algorithm, in addition to selecting an ad for each type of search, you have to select the page that will direct the ad.

Does not serve redirect to your homepage (such as Adwords system default does) because surely within your pages have a specific to that product and in it, the search word will have more relevance (will be written many more times).

This also is good for you too because if the user goes directly to a page that includes the content he wanted, will be much more willing to fill out forms requesting information about the product or to send an email asking for it.

If you do not have a specific page for each type of product that match the keywords you've hired on Google, then you should create them, or your ad will never appear in the top positions.

Tips to get the most out of your Google Adwords:

  1. Buy only the words that your target audience will search Google.
  2. Create landing pages (landing page) containing the keywords.
  3. Test more than one ad and invests in having the largest conversion.
  4. Concentrate your budget on the words with you get more conversions.

Discover the 3 reasons why Microsoft enters the market of ads search engine

Microsoft announced last week that it had developed its own set of text ads on search results MSN Search. According to Microsoft this system is much better than its rivals Google and Yahoo as it will serve ads based on gender, age and location of the user.

There are three clear reasons why Microsoft is conducting this movement:

  1. For Microsoft, Google is becoming a real threat. Thanks to the revenue that Google is getting its adwords, they are funding many initiatives in the field of programming with free software and applications that have little to do with Windows and compete directly with Microsoft products, such as Gmail vs. Hotmail.
  2. It is obvious that the market for text ads included in search results is a great source of income. Google is a living example, has announced a net profit of 342.8 million dollars during the second quarter 2005.
  3. In a way, for some years, MSN has been forced to share revenue with YahooOne of its main competitors. Until now, the ads MSN offers on its website are offered by Overture, a company that since March 2003 belongs to Yahoo, so Yahoo gets a commission for each sale of MSN.

According to Microsoft the service they offer will be much more attractive than Google and Yahoo for advertisers because it will provide segmentation by gender, age, location, user, time display ads and other parameters that Microsoft knows about its users.

Microsoft has been latecomers to the world of search engines, but it looks like it is doing completely, but step by step and not risking.


El primer movimiento fue en verano 2003 momento en que lanzó su recién programada araña MSN Bot a escanear toda la red, cuando en sus portales aún utilizaba el buscador Inktomi (propiedad de Yahoo desde ese mismo año y por el que Yahoo pagó 235 millones de dólares). Durante 2003 Yahoo ingresó gracias a MSN 5,3 millones de dólares por el uso de su buscador.

A mediados del 2004 Microsoft lanzó la versión beta de su propio motor de búsqueda y a finales del 2004 dejó de utilizar definitivamente Inktomi, para pasar a ofrecer sus propios resultados de búsqueda. Desde entonces lucha por posicionarse entre los mejores portales de búsqueda. Aunque el mejor activo de MSN Search no es su algoritmo de ordenación de resultados (como lo es en el caso de Google) sino el hecho de que muchos de los usuarios de Windows no saben cómo cambiar la página de inicio de sus navegadores de Internet, ni tampoco cómo cambiar el motor de búsqueda que el MS Explorer lleva instalado por defecto. Así que no es de extrañar que MSN sea la web número dos del mundo en tráfico (la uno es Yahoo, la dos MSN y la tres Google).

After getting your own search engine, the next logical step is to exploit Microsoft itself the economic potential offered by search engines and that Microsoft has failed to see until Google and Yahoo have been presented every year positive economic results.

It seems that the first sites of Microsoft in testing this new ad system will MSN MSN Singapore and France. Then, it will spread to other countries.

We will be watching when this occurs, to perform segmentation and analysis of acceptance and subsequent expansion of the MSN network of advertisers.


Alexa Ranks ( )
World Ranking Web by number of visits and page views.

Google free access to their AdWords APIs

Some time ago rumor of a possible liberalization of APIs that control Google AdWords. So far the rumors were denied by the Internet giant, but yesterday things have changed.

It is possible to request access to APIs.

But what are the APIs Google AdWords? It is basically a programming code up to now not modifiable by anyone but Google- that allow advertisers and other companies use their own software interface.

On the one hand it is a bit disappointing when taking into account the expectations that had raised the rumor, since the APIs do not add new features to AdWords. With APIs you can do what you can do with the control panel already using Google advertisers. In essence what we are talking about is a greater degree of customization, the ability to tune in any of these three aspects:

  • Campaign management.
  • Campaign reports.
  • Traffic estimate.

To prevent abuse or spam AdWords APIs be associated with a maximum number of transactions per month for each advertiser. Each of these numbers maximum operations is calculated individually based on existing accounts.

With this move Google seeks to achieve two things. The first is to provide APIs that allow free expansion to large advertising companies and entry into markets until now inaccessible. And the second is that given a little more control to advertisers.

Hace un tiempo Amazon consiguió llegar a lugares impensables y con funcionalidades increíbles al liberalizar ciertas APIs y permitir que programadores de todo el mundo pudieran consultar el catálogo de Amazon en casi cualquier dispositivo. Como consecuencia de aquello al día de hoy existen formas realmente originales y potentes de usar Amazon para el usuario. Un ejemplo es algo que ya es realidad en algunos países asiáticos: una persona se para delante de una zapatería y quiere comprobar si unos zapatos son caros. Escanea el código de barras con su móvil (funcionalidad que ya incluyen algunos móviles en Japón y Corea) y entonces el producto se compara con el precio en Amazon y se obtienen ventajas y descuentos en caso de comprarlo online.

In the case of Google APIs liberalization it is not as wide, but it is an indisputable first step towards opening new markets and consolidating its dominant position.

If the expected logical evolution occurs it is more than likely in months or even weeks to see the first results of this new flexibility in AdWords.

Links of interest:

General page on the AdWords APIs

Information page of Google for request access to APIs

Blog of API AdWords

Forums discussion of the APIs

A9 discover how it works: the final version of the browser created by Amazon

Amazon A9How it works A9, what kind of algorithms is based, why it is called A9, who devised it, and all that we learned about this new search engine that will have to medírselas with Yahoo, Google and new MSN that Microsoft has in beta. Lets go see it!

Entry A9 in the search engine market opens an interesting period in the war for monopolizing the user searches takes a new dimension.

With the new version Amazon hung yesterday, we will review again the topics covered in the functional analysis to find the differences, see if they have corrected the weaknesses that showed in April and discover the innovations that presents this search.

Tracing Service Customization:

When you enter A9 and a member of AmazonThe same cookie recognizes and greets you with a "Hello Montserrat"That leaves me flabbergasted and, by the impact, I can not help but make me think of a"Welcome professor Falken, ¿Would you like a game of chess?” :-)

A part of the name, show me the seeker box and the history of all my searches A9 for if I want to consult some previous results (and I do not know if they have programmed, but could also serve to know your choices in the search results that have offered you, so we can offer them better next time you are looking for something ... we'll find out with time)

About the database used by A9:

Definitely A9 uses the database of Google, instead of using Alexa (remember that Alexa was bought by Amazon in 2000 and that Alexa has scanned more websites that Google ... but Google kept clean its database and deletes each 6 months, the web pages that their spiders have been unable during that period of time ... Alexa does not)

In April analysis, commented that using the Google database but not used whole, but only a portion of it. Now we confirm that uses whole: by searching the type site: get the same number of results (approx.), Both search engines.

About sorting algorithm A9

It is to Google, without hesitation.

Offers some variation in the order of the results, but I think it is because both Google and A9 apply filters to the results without you know it, that the algorithm itself. For example, according to the language Google layout you have, when you search results in Castilian, it offers different results ... even if you insist that you want no filters through ...

It's a shame they have not chosen to use its own algorithm and compete with Google searches to see who offers the highest quality. If they use the same database ... A9 had it very easy to use Alexa ranking PageRank instead of determining the relevance of a page and thus influence the sorting algorithm results. But it seems clear that it has chosen to ally itself to Google rather than compete against him.

About advertising on A9

The system uses Google Adwords and Google's sponsored links. It served directly from Google's own machines (you can see in the url redirection ads)

What is the value proposition A9? What differs from the rest?

Since we are seeing at the moment A9 is basically a Google with another look&feelLet's see how it differs:

  • A9 offers image search results while providing web search and even while looking at the texts of the books Amazon. It is a convenient feature that facilitates this page to find out if you are interested or not.
    Most of the functions of the web work with "drag & drop". It is the new trend in the usability of applications for the end user. Everything is dragged and placed where you want it to work or to be saved.
  • Favorites Tracing Service (Bookmarks): If you drag bookmarks to the URL of a web of appearing in a result, it is automatically saved here so you can consult it any other day.
  • It offers 4 skins and 3 different font sizes: If you want to see A9 in purple and suitable letters without glasses myopic, A9 allows it.
  • Offers "Site Info" from Alexa in its results: the results offered after a particular search are accompanied by a small icon "site info". This icon works like Alexa, activates a layer with information about the page (position in the ranking of Alexa, links to the page download speed, etc.)

No creo yo que Udi Manber esté muy satisfecho con el nuevo A9. Manber es un especialista en algoritmos, ex “jefe de algoritmos” de Amazon, ex “director científico” de Yahoo y ex profesor de informática de la Universidad de Arizona… no lo veo como alguien que se contente con sacar al mercado un Google con algunas cosillas retocadas en superficie… Desconozco por cuanto tiempo se ha cerrado el acuerdo con Google y si hay o no dinero por medio (a parte de los Adwords, que beneficia a ambos. Los Adwords de Google también están en Amazon).

Time will tell ... but I hope that A9 will end up being the chrysalis of something better awaits us in the near future ... or maybe die trying ... we'll see.

As a curiosity: Udi Manber is the man behind the name A9, which refers to 9 letters in the word algorithm in English (Algorithm).

By the way ... the A9 URL is if you want to play around and find the differences regarding Google :-)