OneUp Low-Down August 2007 | Search Engine Management & Knowledge

Designs On Disaster, the Latest in Oneupweb’s One for The Money Podcast Drama Series, Is Ready for Downloading.

In this latest installment from Oneupweb’s amateur acting company, a rapidly growing small business experiences the major impact that a supposedly “minor” site redesign can have on search positions and site usability. Based on real experiences of Oneupweb clients, a business must decide on a quick, internal redesign of their website using an off-the-shelf CMS package, or a longer, more costly professional redesign working closely with their online marketing partner. They opt for the fast solution with some disastrous results. If you’re facing a site redesign, this episode shouldn’t be missed.

To download, click here.

Need a Radio Spot for Your Online Radio Campaign? Google Says “See Oneupweb”.

After reviewing credentials and sampling an original 30-second radio spot, Google has added Oneupweb to its list of recommended radio production sources as part of its Ad Creation Marketplace. The service matches Google radio advertisers with professionals who provide quality scriptwriting, editing, production, and voiceover talent. Oneupweb has national award-winning creative talent with more than 25 years experience writing and producing effective radio ads. The new Oneupweb headquarters building will more than double the current studio space for radio and podcast production, and feature the latest recording and editing technology.

The Company Softball Season Winds to an End.

It was the best of times, it was the worst of times for Oneupweb’s softball team this year. Strong newcomer talent helped the team show occasional flashes of brilliance that led to victories over the league powerhouses. Unfortunately, the team proved overly generous with some of the league’s lesser lights and let some close games slide by. In typical constant contender fashion, the Oneupweb team mantra can already be heard — wait until next year!

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There’s Still A Lot of Work to Be Done, According to Oneupweb’s Recently Completed 2007 Internet Retailer Study.

For the third time in four years, Oneupweb has released a study of the 100 top retailers as determined by Internet Retailer Magazine. And the results are going to raise some eyebrows. The study looks at the 2007 top retailers and their websites to determine which were using search engine optimization (SEO) and to what degree. Using standardized criteria, Oneupweb separates the top 100 retailer sites into four categories: well-optimized, moderately-optimized, nominally-optimized, and not optimized. In addition, the study provides profiles of some of the most effective online marketing sites and the thinking behind them. Readers will receive actionable recommendations plus an assessment of the many competitive opportunities available to those willing to apply sound SEO principles. A must read for any business looking to sell online.

A Time to Reflect: OUW Volunteers Assist the Traveling Vietnam Memorial.

For three days in July, a traveling replica of Washington, D.C.’s highly moving Vietnam Memorial came to Northern Michigan. Oneupweb volunteers were on hand on July 13 - 15 to assist the thousands of visitors who wished to pay tribute to friends, family and the many others who made the ultimate sacrifice during the Vietnam era. Staff and their families manned the computers, assisted with setup and generally helped people locate individuals among the 58,000 names on the eight foot high, 370 foot long wall. The visit of the traveling memorial was sponsored by the Grand Traverse Resort & Casinos owned by the Grand Traverse Band of Ottawa and Chippewa Indians in recognition of tribal members and their families affected by the conflict.

See You in September, at the Podcast and New Media Expo.

On September 28th-30th in Ontario, CA’s Convention Center, Oneupweb will be participating in the third annual Podcast and New Media Expo. The show brings together influential digital media creators, podcasters and content developers to cover the complete range of creation techniques, business objectives and future trends. As a recognized innovator in podcast production, search engine marketing and tracking, Oneupweb’s Booth (# 400) should be a busy place.

Oneupweb CEO Lisa Wehr Joins Michigan’s Governor to Promote New Job Training Initiative.

On August 1st, when Michigan Governor Jennifer M. Granholm introduced the state’s aggressive plan to train workers for new careers in cutting-edge industries, she chose just one business representative to join her at the podium – Oneupweb CEO, Lisa Wehr. Introducing Michigan’s No Worker Left Behind (NWLB) job training program to 28 community college presidents, Governor Granholm used Oneupweb’s highly successful internet-based business model as an example of the kind of new businesses the Governor is trying to attract and nurture in Michigan. Lisa Wehr spoke to the group about the importance of a well-trained workforce for the growth of internet-based businesses, as she encouraged the development of innovative new training programs for the state’s economic future.

Oneupweb Welcomes Seven New Clients.

It’s a diverse list with a common goal: to improve their integrated online marketing performance. Oneupweb recently welcomed seven new clients. Pelican Marina Residences is a luxurious Caribbean resort community on the island of St. Martin owned by world-renown tourism company Royal Resorts. Exact Target is an international email marketing leader who recently chose Oneupweb as its marketing partner. PsPrint designs and prints business and sales materials, while Crestline.com provides customized promotional products for business. For those planning an event, TicketPrinting.com offers easy and affordable online solutions. C & H Distribution is a single source for a wide range of product storage and handling solutions for industry. And if you’re looking for a wide selection of perforated paper, you’ll find just what you’re looking for at PerforatedPaper.com.

New Staff Add to Company Capabilities.

As a part of the ongoing growth at Oneupweb, several key personnel were added recently. Joining the marketing team are Researcher Amy Booth, Public Relations Manager Maureen Michaels, Creative Architect Jason Marshall and Graphic Designer Mike Rose. Joshua Lucas joins as a Paid Search Project Manager, Kerry Beasley will serve as Natural Search Project Manager and summer intern Luke Mason has been added as a full time Paid Search Project Manager. Each of these individuals brings talents and experience that will have an immediate impact on the success of Oneupweb and our growing client roster.

From data provided in the Internet Retailer Magazine’s Top 500 Guide 2007 Edition, Oneupweb determined which of the first 100 retailers were handling search engine marketing exclusively in-house, which were partnering with- or contracting out to a firm (for SEO, PPC, vertical search, affiliate marketing, or any combination of these), and which were using neither.

Here are five things you can learn from the numbers:

SEO/SEM is a highly specialized enterprise. More than half of the world’s largest online retailers use an outside firm. These are highly successful marketers with considerable in-house resources, yet the majority “farm out” SEO/SEM services. They apparently see online marketing for what it is — a highly specialized, time-intensive enterprise that changes daily. Outsourcing has been extremely successful for these retailers. For smaller competitors with fewer on-staff resources, it makes even more sense.
Companies who outsource are better optimized. The numbers speak for themselves. More than 60 percent of those companies who use an outside firm for SEO/SEM are at least minimally optimized for appropriate keywords, compared to 39 percent of those who don’t use an outside firm. As research has repeatedly shown, optimized sites generally position better in the search engines. And this has a direct impact on sales.
Optimized sites do not happen by accident. Nor is it an automated process. Note that 95 percent of the Well-Optimized and 95 percent of the Moderately-Optimized sites in our study became that way through conscious effort. Even though an online retailer was one of the world’s 100 largest, its brand popularity alone could not assure top positions on the search engines. SEO proved a vital component.
There is a difference in SEO/SEM firms. We cannot ignore that 22 percent of those retailers who employed an SEO/SEM firm maintain websites that show no sign of optimization whatsoever. Many of these outside vendors may have been providing “just” paid search services. However, even the most specialized SEM firm should have an awareness of, and sensitivity to, natural search engine optimization. Ignoring the natural optimization status of a client’s website, or worse yet, downplaying its importance, is a dangerous oversight.
Profit from the habits of successful marketers. The title of our latest internet retailer study says it all: Once again... There’s Still Money on the Table . The study found that only 40 percent of the IR 100 leading retailers’ websites are optimized well or moderately well. Those who did the best job were often able to compete successfully with much larger competitors and brands. And, as the above indicates, the majority of these companies rely on the expertise of outside SEO/SEM firms. If your company is looking to improve your online performance and does not already have a marketing partner, start looking now. Needless to say, we at Oneupweb would like to make your short list. So contact us at info@oneupweb.com or call toll free, 877-568-7477.

As an internationally recognized thought leader in integrated online marketing, Oneupweb authors and maintains an extensive library of original white papers, articles and research. For questions about our services or other resources available at Oneupweb, call us toll free at 877-568-7477 or email info@oneupweb.com. We look forward to hearing from you.