Getting information off the Internet is like taking a drink from a fire hydrant.

Mitchell Kapor

There will be no issue of Business Opp News next week. Publishing will resume on Friday June 1 2012. If you're looking for your classified ad it should appear June 1 or June 8.

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Facebook and Amex Tread on Groupon's Turf
While Facebook Offers has been available to brands nationwide for less than two weeks, marketers are already assessing how the free-to-use deals platform might compete against Groupon. Chris Awad, a director for New York-based local marketing start-up eBoxed, says Facebook Offers will be attractive to SMBs that want low-risk social commerce opportunities. He's run a handful of Facebook Offers for restaurant and day spa clients in recent weeks. The results, he said, have been fairly encouraging so far. Read the rest

Unlike GM, Ford Is Still Bullish on Facebook Ads
While General Motors may halt Facebook advertising, according to a Wall Street Journal story today, Ford has a different attitude toward paid promotions on the social site.  Scott Monty, head of social media at Ford, told ClickZ late this afternoon that his Detroit brand is still bullish on pre-IPO Facebook. The automaker, with its 10.2 million likes across brands on the social site, he said, plans on "accelerating our efforts in Facebook and other social platforms." Read the rest

Life After Google Penguin – Going Beyond the Name
In looking back at my recent posts here it seems, though not by design, there was a theme emerging. Have a look...Read the rest

3. Mobile Marketing:

The Era of the Passive Consumer Is Over
By: Anna Bager 

Whether it's shopping in a store, commuting to work, or sitting on the sofa watching TV, the consumer is not passive anymore.

We have changed our media consumption behavior along the same lines as we have changed our way of working - finding ourselves not only working at the office, but from the road, at home, or at any location for that matter. As individuals we are getting more and more used to having access to content wherever we are and whenever we want it. We are no longer bound to a specific place or screen. Moreover, we are using several screens and media types at the same time.

The mix of smartphones, tablets, and PCs is radically changing our media consumption behavior. Many consumers are no longer simply sitting down to watch TV but instead are splitting their viewing time up into small chunks. They're "snacking" instead of having a three-course meal.

And what is a TV anyway? It's just the biggest screen. Smart TVs, game consoles, and tablets could very well rule as the key devices. We will most likely see OS, user interfaces, and even apps that got their start on smartphones and/or tablet screens find a home on the TV screen.

Good and bad news.

First, the good: if done right, we now have the opportunity to reach consumers at the right place at the right time with the right message and maybe also the right price. Being on-the-go no longer hinders their ability to consume media. Quite often they have a touch screen, which further enhances interactive communication and opens up a two-way channel for instant feedback and discussion.

The bad news: we don't really know what this means for attention span. If you're watching content on multiple screens, potentially also communicating with your friends through email or social media, and maybe even taking the time to do price comparisons or direct shopping, are you paying attention to all of these interactions or even focusing enough on one of these channels? This may not be the case or maybe there are generational differences; maybe it even enhances certain types of focus. The problem is that no one knows for certain - yet.

More bad news: how do you accurately measure what the user is doing in the multi-screen environment and on what device? How effective is the communication? How economical is the communication?

From an interactive advertising perspective, it's finally becoming clearer how TV dollars can become interactive dollars. However, if we want this to happen at the same time as the behavior of individuals changes, we need to find formats that work across screens and solutions that scale. We also need to make sure the actual production cost does not supersede the advertising and branding opportunity.

IAB (where I work) is working at fulfilling this vision on several levels - through development of the new Rising Stars ad formats, work on the cross-industry Making Measurement Make Sense (3MS) initiative, as well as through extensive research around consumer usage and cross media ad effectiveness.

Ultimately, the benefits of multiscreen usage cannot be fully tapped until we completely understand the opportunities and address the challenges that all these screens bring to life. This year, IAB's Innovation Days @ Internet Week is bringing together industry leaders and influencers to explore this very topic, with the theme of "Screens (n)." I hope to see you there, because all hands need to be on deck if we plan to take advantage of all of the screens that are currently on deck in consumers' day-to-day lives.

Big brands, big solutions, big results: B2C search and social strategies. Sign up for free webcast May 17 at 1 pm ET / 10 am PT.

On-Site SEO Still Works
Marios Alexandrou

With all of the talk about social signals and, before that, the emphasis people placed on links, you could easily be misled into believing that the opportunities for on-site SEO were so limited as to not being worth your consideration. I can assure you that on-site SEO can still be an important source of traffic growth. This is especially true if your company has a lot of data that it can repackage into useful content for users. I was fortunate enough to be in just such a situation recently and a fairly straightforward effort has led to some impressive incremental improvements.

What I'm about to describe is often referred to as targeting the long-tail. While that label is true, I think sometimes people mistake the long-tail to only mean phrases with a lot of words. But the long-tail is less about the number of keywords in a search phrase and more about the volume for each of those phrases and in aggregate: i.e., if each phrase has little volume, but in aggregate the volume is big, then you're talking about the long-tail. It just so happens that one- or two-word phrases typically have a lot of volume so they end up being head terms. In my case, the phrases I wanted to target were just two words in length, but there were thousands of them so the opportunity was substantial.

Often, justifying a long-tail approach can be tricky because there isn't sufficient keyword volume for any one phrase to show up in keyword research tools. This was true for me so I had to fall back on data from Google Analytics. Fortunately, I was able to show that despite poor visibility in the search engine results pages (SERPs), there still was some traffic coming in on the sorts of keywords I wanted to specifically target. Getting some traffic when SERP visibility is poor points to the potential for a lot of traffic if SERP visibility can be improved. Based on the lifetime value of a customer, I was able to estimate that within a month the effort I had in mind would pay for itself if I could achieve a doubling of traffic. My rationale seemed reasonable and so I received approval to proceed.

Since I was working with a database-driven system with several existing templates to choose from, the development time wasn't that extensive. In addition, I didn't need much additional copy to provide some context for users landing on the new pages or any design work at all. And so this effort turned out to be notable in another way - it was one of those rare win-win-win situations that we all look for but rarely find. The change was:

• Good for users because it reduced the number of clicks needed for them to get what they wanted.
• Good for search engines because it resulted in more relevant content (based on the targeted keywords).
• Easy to implement, which meant I wasn't pulling the developers away from other projects.

Fortunately, it was also a win from a performance perspective as you can see below.

Yes, that steep climb starting in February is a direct result of the changes. Normally, pinpointing an SEO implementation to a resulting traffic change can be tricky, as there are often multiple simultaneous activities going on. But in this case the class of keyword targets was unrelated to anything else going on. In addition, no other class of keywords improved as strongly, suggesting that the improvement wasn't a side effect of any of Google's changes. All this with no promotional efforts (social or otherwise).

So while SEO success can sometimes seem elusive, you can still make great strides without the need for the latest and greatest tactic you read about on a blog. Instead, you may just need to look at your site from the perspective of a customer and answer the question about how you can make their visit more productive using data you already have.

Big brands, big solutions, big results: B2C search and social strategies. Sign up for free webcast May 17 at 1 pm ET / 10 am PT.

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