About Mike Moran

Mike Moran is public speaker, author, and consultant on Internet marketing, serving as Chief Strategist at Converseon, a leading social media marketing agency. Mike is the co-author of Search Engine Marketing, Inc., and author of the acclaimed Internet Marketing book, Do It Wrong Quickly. Mike also writes the popular Biznology newsletter and blog.

Statistical Significance – Overrated

I’m a big advocate of measuring the success of your site, but many marketers find the statistics intimidating. Many marketers are more comfortable with the dreaded "anecdotal evidence" than they are with numbers—that’s changing, but slowly. I am wondering if the intimidation might be caused by statisticians themselves.

Pitfalls of PPA Advertising

I love it when I get a comment that is better than the original post. Last week, I chimed in with some thoughts on Google’s experiment with pay-per-action (PPA) advertising, and I got a hugely detailed comment this weekend on that post, so go re-read that entry to see it. (I’ll wait.) When you come back, I’d like to talk about it more.

Google Testing PPA AdWords

It’s been rumored for a while, but it’s finally being tested, as Google has announced a beta program to test pay-per-action (PPA) AdWords bidding. The Snap search engine has done PPA for years, but obviously it is big news when Google does it. I first speculated on this two years ago when Google acquired the Urchin analytics firm (now Google Analytics), but it’s finally here. What does it mean to search marketers?

SEM for Those You Know and Those You Don’t

Avinash Kaushik has a thought-provoking post on how to optimize your search marketing budget. He is right on in his assertion that most search marketing programs are far too heavily skewed to popular brand keywords—the words people who already know you use.

The Marketing Tactic That Gets 5 Stars

Quick: Which online marketing technique, according to Foresee Results, is used by 72 percent of the top Internet retailers and is the most influential factor in purchase for 39% of all buyers? The answer is customer ratings and reviews.

So why aren’t you using them on your site?

The Real Goal of Search Marketing

Great post by Melissa Burdon at grokdotcom on the real goal of search marketing—conversions. If you’ve been reading this blog for any length of time, you know how much I agree.

Your Content: Does it Demand to be Passed On?

No matter what you sell, the cheapest way to get your message out there is to get your customers to do it for you. But how do you create content that practically compels readers to pass it on? What makes someone decide to take the step of introducing your content to someone who trusts them?

What’s So Challenging About Changing Your Marketing?

We’ve talked before about the Three Rs of Internet Marketing—to be real, relevant, and responsive. One way to be both real and relevant is with fact-based marketing. I spoke with someone who has consciously lowered the volume on his hype machine.

Why Aren’t Searchers Clicking My Site Search Results?

We’ve talked about why searchers click on your site search results, but what about when they don’t? Because sometimes they won’t. If you know why searchers fail to click on

Blog Influence Grows

Not every company believes they should be writing blogs, but that doesn’t mean they don’t find blogs important. Just listen to Steve Swasey, Director of Corporate Communications for Internet video renter Netflix: “We don’t have a Netflix blog by design—our philosophy is to let our customers speak.”

Marketing and Conversation

I’ve spoken before about how the Internet turns marketing into a conversation. Lots of people have. But it’s not a new idea. In fact, I was lucky enough to work with one of the people that figured it out first, although I frankly didn’t grasp the significance of what he was saying at the time.

Manufacturers and Product Reviews

Last year I talked about the Three R’s of Web Marketing, to be real, relevant, and responsive. But the truth is that being real is challenging. Let’s take a real-life example—do you expect product manufacturers to post product reviews?

We’ve all seen customer-posted product ratings and reviews on retail Web sites. Amazon’s got ‘em. Shopping comparison engines do, too. And customers love to read them.

Getting Searchers to Click

We’ve explored what catches searchers’ eyes on the search results page. The next step is the click.

What makes searchers click a particular result?

Speedy Content Changes in Any Language

In the past, we’ve urged marketers to do it wrong quickly. But how can you make quick content changes when you have to translate into other languages? For global companies, translating their content into other languages can be a time-consuming process that delays the launch of new pages and campaigns. So, exactly how do you speed up your ability to change content when you have to do all that translating at the end?

Checking Your Navigation

If you’re like most companies, you spend a lot of time obsessing over your home page, but maybe not enough time on your destination pages. As a proponent of doing things wrong quickly, I don’t recommend spending hours on each page trying to make it perfect. So, instead, what’s a quick way to check out the information architecture of those pages?

What Searchers Think When Looking at Results

What are searchers thinking when they stare down a list of search results? Actually, the first thing to keep in mind is that searchers don’t stare at search results. They don’t even read them. They scan them. They quickly skim the page hunting for the word they typed into the search box, along with a few other words they’re thinking but didn’t bother typing.

How Search is Like Travel

I’ve written in this space before about Web site searcher behavior, but I don’t think I’ve ever talked about how it feels to search. To do so, I think it helps for us to compare the way it feels to search for information to the way it feels to search for a physical destination. I believe that we human beings have many of the same neurons firing when we engage in those two tasks. So, how is searching like traveling? I think it’s all about feeling "in control."

Your Search Marketing Business Case

A great deal of our book, Search Engine Marketing, Inc. turns on the business case for search marketing.

Rise of the Analyst Marketer

When I talk to veteran marketers, some of them are concerned about the changes they must make to adapt to the Internet.

Personalized Email in Action

Still sending out the same newsletter to every customer?

Search Marketing Class in NY

If you live in the New York city area, you might be interested in a three-hour crash course in search marketing I’m teaching at the Learning Annex this Tuesday evening.