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Recent Articles on Internet Marketing for July 27th Dr. Ralph F. Wilson , Web Marketing Today - Jul 23, 2010

Here are a few recent articles and resources I found this week that might interest you.

Julie Batten, Turning News Stories Into Search Traffic, ClickZ, 19 July 2010. Gives an example of how a small website captured 10% of the traffic generated by a big news story about LeBron James' move to the Miami Heat team.

Jeanniey Mullen, The 2012 Inbox and How to Get There, ClickZ, 19 July 2010. Since more people are reading e-mail on mobile devices, the author suggests: an e-mail link to your iPhone or iPad app, a link to "view this on a mobile device" and segmenting lists for those who click on this link, adding mobile preference to reader's preference center, integrating SMS as part of your e-mail contact strategy.

Josh Dreller, Campaign Settings, Part 2: Location Targeting, Search Engine Land, 22 July 2010. Discusses the various ways that Google helps you pinpoint the geographic areas where you want your ad to be shown -- Google domain and language, keyword content, user IP address, and location settings.

Sandra Niehaus, Conversion Optimization Touch Points: Turning Errors Into Opportunities, Part 1, Search Engine Land, 21 July 2010. Suggests ways to turn ugly error pages into pages that explain what's wrong, saying it nicely, with reassurance, and help the visitor know how to take the next step. Finally, conclude with an 800 number for quick results. Shows examples of bad and good error pages.

Galen DeYoung, 3 Faulty Assumptions To Avoid Making With Analytic Data, Search Engine Land, 21 July 2010. Three wrong assumptions are: (1) your analytics tell you what people are searching for, (2) high-volume keywords are the most important ones, and (3) the last click caused the conversion. Explains.

David Roth, Optimizing Yourself For The Yahoo! Microsoft Search Alliance, Search Engine Land, 20 July 2010. Explains how to get ready for the merging of Yahoo and Microsoft's properties, both organic search and paid ads.

Conrad Saam, Stuck In Link Limbo? How To Craft Real Business Metrics For Link Building, Search engine Land, 20 July 2010. Explains how to quantify a site's links in some kind of meaningful way. Discusses various available tools.

Greg Finn, How To Use Creative Specials To Boost Your Facebook Presence, Search Engine Land, 20 July 2010. Since Facebook users react to specials and offers differently than regular website visitors. Gives three examples of successful approaches.

Rob Gakoff, The Sum of the Parts, Part 6: Reactivation E-mails, Direct Magazine, 16 July 2010. Discusses how to send e-mails to reactive customers who haven't purchased lately.

Chris Benkert, Why Track Email Visitors with Google Analytics (or other Web analytics tools), Lyris HQ, 20 July 2010. Explains what you can do if you can track what your e-mail subscribers do: list segmentation and behavior tracking. Explains how to use URL parameters.

Cathi Mason, Email List Churn and How to Overcome It, Lyris HQ, 20 July 2010. Explains the reasons for list churn (subscriber turnover): relevance, frequency, list quality, and the opt-in process. Explains ways to reduce churn: switch to double opt-in, allow subscribers to update their profiles, and respect your subscribers. Describes how to calculate churn rate.

Kerry Murdock, Not PCI Compliant? No Problem, Practical Ecommerce, 14 July 2010. As of July 1, the deadline, only 40 shopping cart were either PCI compliant or PA-DSS validated. What happens if your application is not? A Visa spokesperson explains.