Environmentally Friendly Web Site Marketing: Recycle Your Content

recycleIn case you missed it, SiteProNews published my latest article prior to Christmas. Environmentally Friendly Web Site Marketing: Recycle Your Content is all about how to keep your site content fresh and create new products and services by re-packaging your existing content in different formats to suit different audiences. Here’s an extract:

The marketing and affiliate gurus are expert content recyclers and they make a LOT of money using this system. But guess what? You can apply the same principle to your own web site content. Here are some ideas:

  • Documentation such as training manuals and client case studies make great web page content.
  • Web page content such as product reviews and descriptions make great fodder for “how to” articles.
  • That silly staff Christmas video might make a terrific viral marketing tool.
  • A set of FAQs would make for an interesting webinar or video blog.
  • A group of case studies could be made into a free white paper or auto-responder email series.
  • A collection of articles or bookmarked tools could easily be converted to a downloadable e-book or give-away CD.

Get the picture?

The more ways you can re-package your information, the wider audience you will reach because not everyone responds to the same medium in the same way. Some people like to read articles, while others prefer a structured training program. Some people absorb material better if it’s presented in-person and others like e-books and YouTube videos.

Read the full article.

Happy Holidays and All That Jazz

party hatHi everyone!

I just wanted to wish you all a belated Merry Christmas and happy holidays. You might have noticed I took some time off from the blog over Christmas. I decided to spend some time with family for a change instead of with my laptop, for which my family was extremely grateful.

Apart from having the stress and responsibility for cooking the turkey this year, I had a relaxing break and I’m only now easing myself back into work. Whatever you did, wherever you went dear readers, I hope your holiday was thoroughly enjoyable as well.

I can’t quite believe New Year’s Eve is almost upon us, but here’s cheers to a shiny New Year. May it bring you everything you hope for and more. As for me, I just hope that 2008 is a LOT less stressful than 2007 was. My family and I are moving back to our beloved New Zealand and we can’t wait.

Happy New Year!

Search Industry Job of the Week: Copywriter

Job Title: Copywriter
Job Reference #: 55887
Position Type: Full Time
Name of employer: iCrossing
Location: Scottsdale, Arizona
Date Posted: 27 December 2007
Position description:

The Copywriter is responsible for writing engaging and persuasive copy in-tune with the client original marketing message to help secure top results in the natural rankings. This includes writing copy for the existing website, newly developed pages, and promotional materials such as articles.

NSO Definition: The process of ensuring websites meet optimal architecture, link, and design criteria of the latest search engine algorithms to improve visibility, rank, and relevance in search engines over time.

Major Job Responsibilities / Accountabilities:

  • Conceive, develop, write, and edit compelling and persuasive copy
  • Work closely with the account team to establish copy tone and styles and to stay consistent across all marketing channels.
  • Present recommendations and deliverables to clients


  • Bachelors Degree in English, Journalism, Business Writing, Marketing, Communications, Publishing or equivalent, or a comparable level of experience in one or more of these areas.
  • 2 or more years of creative writing and editing experience
  • Keyword research experience and a familiarity with Overture, Work Tracker, or both
  • PC literate with working knowledge of standard software and the Internet. MS Word proficiency required.
  • Strong marketing and advertising sense.
  • Excellent verbal and written communication skills with attention to detail, grammar and spelling.
  • Ability to plan and manage multiple projects and prioritize workflow under tight deadlines.
  • Self-driven, detail oriented with a high degree of initiative.

Salary range: Commensurate With Experience
Closing date: 10 February 2008
More info from: [www.icrossing.com]
Contact: Send resumes via online form to [www.hirebridge.com]

For more search industry related job vacancies visit: Search Engine College Jobs Board

Search Industry Job of the Week: Search Marketing Analyst II

Job Title: Search Marketing Analyst II
Job Reference #: Unknown
Position Type: full time
Name of employer: Backcountry.com
Location: Utah, US
Date Posted: 12 December 2007
Position description:

Do you love online marketing and specifically paid search? Can you masterfully identify appropriate keywords and landing pages, cram poignant copy into small spaces, bid strategically, and analyze results to build and manage profitable campaigns? Can you prove it?

If so, and you’re ready for a new challenge in an exciting, fast-growing company surrounded by Utah mountains, we have a spot for you on our Search Marketing team.

Candidates should have successful experience managing large keyword paid search programs, and be familiar with organic search engine optimization practices. The ideal candidate should be able to blend their creative and analytical skills to optimize the program.

We use the gear we sell, and we love selling it. We offer a competitive salary and an outstanding work environment. Mountain bike or ski during lunch, enjoy killer gear deals, all while building great customer relationships and bolstering your career. What could be better?

Skills & Achievements Primary Responsibilities

• Manage all aspects of multiple paid search marketing programs, including; keyword development, ad copy, bids, bid automation, landing page conversion, and testing
• Monitor and maintain search engine accounts to maximize traffic and sales while hitting ROI targets
• Grow and strengthen relationships with search engine account teams;
• Utilize 3rd party reporting & bid management tools;
• Seek out innovative and opportunistic new search programs and distribution;
• Analyze raw data from search marketing programs to create insightful information that guides important, everyday decisions and drive long term business strategies;
• Maintain and help evolve the system of regular search marketing reports (rankings, traffic, conversion, CPC, ROI, etc.);
• Build and update financial models and perform ad-hoc data inquiries as needed;
• Responsible for monitoring potential click fraud, spend, and monthly reconciliation of search marketing invoices against actual campaign delivery;
• Develop and publish cross-functional reports to assist other departments with business decisions;
• Work with engineers to build tools to help increase efficiency of account management processes;
• Identify and plan for heavy seasonal shifts;
• Stay on top of the latest industry trends & developments.

Qualifications Required Requirements

• 2-3 years experience in paid search, paid inclusion, search marketing optimization & reporting tools
• Demonstrated ability to multi-task and succeed in a fast paced, dynamic environment;
• Demonstrated experience analyzing web metrics and applying understandings to the development and improvement of business products and initiatives;
• Willingness to work in a team oriented environment and assist others regularly;
• Strong organizational skill;
• Outstanding communication and presentation skills;
• Strong decision making/problem solving skills and ability to think analytically as well as creatively;
• Proficiency with Microsoft Office suite (solid Excel skills a must);
• Four Year College Degree or equivalent experience.

Salary range: US $45,000 to US $50,000 per annum
Closing date: Unknown
More info from: [home.eease.com]
Contact: Apply via online form: [home.eease.com]

For more search industry job vacancies visit: Search Engine College Jobs Board

Dumbass of the Week: The Article Broker

I’m introducing a new feature here on the blog. Dumbass of the Week will showcase an email I’ve received from a differentDuh spammer each week as a way of both publicly humiliating them and providing a way to rid myself of the pent-up frustration they have caused me at the same time.

This week’s dumbass is Krishna, who writes:

Dear Kalena…

Hello How are you? Recently I have visited and analyzed your website. We propose to have a text link on your home page that leads to a content based folder hosted at your end. This folder would contain content in the form of articles on various financial and general topics. Eg – www.searchenginecollege.com/folder This business agreement would give an international platform to a number of people to express their skills. These articles are written by a wide variety of professionals who have done extensive study and research and are experts in their respective fields. In the event of us entering into a business relationship, I ascertain that in addition to an agreed monthly fee, you will also benefit from heavy traffic to your site which would in turn increase your earnings.


Dear Krishna

I have 3 things to say to you:

1) As it states quite clearly at the top of the page, this blog is for QUESTIONS relating to SEARCH ENGINES. Not for your unsolicited and unwelcome business propositions.

2) If you’d bothered to do your homework, you’d already know that Search Engine College has an extensive Article Library already.

3) Now, put your hand out in front of you with your palm facing inward, then slap your forehead three times saying: “DON’T. (slap) BE. (slap) A DUMBASS!” (slap).

At least I feel better now.