BP Buys Search Engine Phrases Redirecting Users

Be careful where you click, especially if you're looking for news on the BP oil spill.

BP, the very company responsible for the oil spill that is already the worst in U.S. history, has purchased several phrases on search engines such as Google and Yahoo so that the first result that shows up directs information seekers to the company's official website.

A simple Google search of "oil spill" turns up several thousand news results, but the first link, highlighted at the very top of the page, is from BP. "Learn more about how BP is helping," the link's tagline reads.

A spokesman for the company confirmed to ABC News that it had, in fact, bought these search terms to make information on the https://www.seoinc.com/ spill more accessible to the public.


"We have bought search terms on search engines like Google to make it easier for people to find out more about our efforts in the Gulf and make it easier for people to find key links to information on filing claims, reporting oil on the beach and signing up to volunteer," BP spokesman Toby Odone told ABC News.

But several search engine marketing experts are questioning BP's intentions, suggesting that controlling what the public finds when they look online for oil spill information is just another way for the company to try and rebuild the company's suffering public image.

According to Kevin Ryan, the CEO of California-based Motivity Marketing, research shows that most people can't tell the difference between a paid result pages, like the ones BP have, and actual news pages.

null"If you look at it from BP's perspective it's a brilliant move," Ryan said. "The other option BP had was to just not do this and let the news interpret what's going on.

"But they're getting so much bad press that directing traffic to their own site is a great PR strategy," he said.

Terms related to the spill, from "oil spill" to "gulf disaster" to "BP," have consistently remained in the list of most-searched terms on Google since the spill began in April.

"If they're not buying that link that goes back to their message, they're kind of leaving the universe to kind of decide for itself," Ryan said. "It's actually pretty proactive for the brand."


BP Paid Search Engine Companies Billions to Secure First Position on Searches

On Google, paid results are awarded to the highest bidder.

Scott Slatin, an analyst who runs search engine marketing company Rivington in New York, estimates the company is paying upwards of $10,000 per day to maintain the various search terms.

"They paid to lock themselves into the first position against the oil spill terms, essentially putting a positive message on top of the news," Slatin said.

But for BP, who some have estimated will spend billions on cleanup from the spill, paying for these search terms is hardly significant.

"In the grand scheme of doing damage control in a negative situation like this, keyword costs are very marginal," Ryan said.

Still, Ryan notes that no other companies that have gone through public relations nightmares, such as BP's, have thought to do anything similar.

Toyota Used Similar Strategy for Online After Faulty Breaks Disclosure

Toyota, for example, did not buy terms related to faulty brakes earlier this year. Instead, when users search "Toyota breaks" car dealerships pop up as well as other news results.

In addition to purchasing the search terms, BP also released a television ad earlier this week featuring CEO Tony Hayward.

In it, Hayward stares directly into the camera and explicitly apologizes for the spill, saying, "BP has taken full responsibility for cleaning up the spill in the gulf."

"I'm deeply sorry," Hayward says.

Louisiana Gov. Bobby Jindal slammed BP for its PR efforts, saying in a statement, "Instead of BP shelling out $50 million on an ad campaign that promises to do good work in responding to this spill, BP should just focus on actually doing a good job and spend the $50 million on assistance to our people, our industries and our communities that are suffering as a result of this ongoing spill."

But BP's PR campaign doesn't seem to be slowing. They've hired the help of a high-profile agency, the Brunswick Group, as well as Purple Strategies, led by political consultant Steve McMahon and Republican political consultant Alex Castellanos.

Questions Arise About BP Purchasing Search Words and Phrases

Despite the criticism, Kevin Ryan, the CEO of California-based Motivity Marketing, says that BP's fierce PR campaign is smart.

"The search terms, everything, it's probably not a bad idea for the company to do," he said. "Is it right? Is buying these terms ethical? That's another question."



WHAT IS SEO? | SEO Tips and Tutorial 2014

III. A. 2. SEO Content

SEO content for a website should be based upon the keyword research. Ideally, the menu navigation and the main categories of the site should use optimal keywords. The potential audience for your site can tell you precisely what information your site should contain by the terms used in search queries.

When the main categories for a site have been identified, keywords should also drive the decisions made regarding what webpages within the site should be created. This content architecture is the SEO blueprint of a website.

After making a list of proposed webpage titles, a sub list of keywords should be developed for each title. These keywords should be used to generate subheadings (heading tags) on the page. The content strategy for each webpage provides the outline structure of an article for the SEO Web content writer.

The SEO content strategy, based upon keywords, might also include https://www.seoclerks.com/ videos, e-books, images, charts, maps, widgets, tutorials, forums, blogs, news, products, services, etc., that searchers want to find and that your site could provide.

The most successful content plans for SEO include one or two creative ideas that may or may not be discovered from keyword research. Every effort should be made to find the exceptional, unique ideas for content that will set a site apart from all others. This content will be essential for securing inbound links for off-page search engine optimization.

The actual website content writing will be the decisive factor for your success with visitors to your site, both humans and search engines. Carefully edit your Web content according to the Google Panda algorithm.

III. A. 3. Meta Tags

Meta Tags (meta elements or meta data) are programming code statements which give information to search engines about the content of a webpage. Several types of Meta Tags are significant for search engine optimization. The following Meta Tags are the ones most important for search engine optimization.

Robots Tag

The Robots Tag gives search engines permission to crawl a site for indexing. Blocking the robots with this Meta Tag means the site will never appear on a search results page; it's an SEO killer.

Meta Title Tag

The meta Title Tag (page title) should use targeted keywords and a lure. The Title Tag appears at the top of the browser (the blue heading in the image below) when a webpage is loaded. It also titles the webpage listing on the search engine results page and, therefore, should be written to persuade a searcher to click on your listing.

In this example from the bizrate.com homepage, the targeted keyword is Find Deals and the lure is compare prices, read reviews & save money. (Savvy marketers will note that the word buy is not used. People don't like being told to buy something, but they love to shop and to compare prices!)

The meta Title Tag should be no more than 60 characters, including spaces. More characters than this limit will not appear online. Google's advice is:

"These 60 characters are an opportunity to tell both users and search engines what the focus of the page is. There's no need to go past this many characters, as most search engines will display ellipses ( ... ) after this limit. Also, search engines may give less weight to words after a certain point."

The title is used by search engines to identify the content of the page. The content writer must write a unique title for every page on the website. The targeted keywords should always appear first on the Title Tag. The Title Tag for a site's homepage should also include the business name, organization name or domain name.

Meta Tag Description

The Description Tag appears on the search engine results page just below the page title. Google calls this the snippet. The SEO copywriter will spend a disproportionate amount of time writing the words (no more than 160 characters, including spaces) for a Description Tag. A top listing on the SERPs is of little value if nobody clicks on the link to visit the website. The Description Tag must persuade the click-through. It is, then, the ultimate sales pitch challenge and opportunity.

The description should focus heavily on verbs and keyword nouns. Forget the adjectives. It should also attract the searcher by outlining the benefits he will receive by visiting the site.

A description that motivates the searcher to click is valuable in another way. More and more, Google is using the click-through rate (CTR) to determine organic website rankings on the SERPs. It is part of the Google formula which evaluates if the correct search results are given for the search query, i.e., if there are fewer clicks on the site ranked first and more on the site ranked second, then Google perceives that the site ranked second is the answer preferred by humans. The more the Meta Tag Description successfully encourages searchers to click-through to your webpage, the more your page moves up in the rankings.



Search Engine Optimization | Yahoo Answers

What is SEO? mean?

Best answer:

SEO is a process to obtain your website with high-ranking placement on the results page of a search engine, Including Google, Bing, Yahoo and other search engines.

Best answer: SEO is a process to obtain your website with high-ranking placement on http://smallseotools.com/ the results page of a search engine, Including Google, Bing, Yahoo and other search engines.

13 answers


2 months ago



SEMPO Cities Events to Deliver Valuable Insight to Canadian Digital Marketers

TORONTO--(BUSINESS WIRE)--The Search Engine Marketing Professionals Organization (SEMPO) is

pleased to announce the first round of Canadian events under the new SEMPO

Cities initiative. The SEMPO Cities groups for Toronto, Vancouver

and Montreal have organized events in each city, packed with

industry-leading speakers and knowledgeable takeaways for digital

marketers in their respective areas.

October is SEMPO Cities Month worldwide with 20 cities participating.

Toronto, Montreal and Vancouver are excited to be SEMPO Cities and have

attracted speakers from SweetIQ, Bing, Twitter Canada, Beyond the Rack,

Uberflip and RTown.ca. "The Canadian SEMPO Cities offer the Canadian

marketer fantastic insight into the world of social, search, technology

and trends all within a fun educational environment", says, Krista

LaRiviere, VP SEMPO Cities http://smallseotools.com/ and Cities Leader for Toronto. "The caliber

of thought leadership in this country will be demonstrated at each


The events will focus on some of the main challenges facing the digital

marketing industry today and the trends emerging for the future. Each

event is composed of a mix of keynotes and interactive panels. Leading

industry professionals, vendors, digital agencies and major brands will

collaborate and communicate on best practices and known techniques and

tactics of the trade. Search, social, content marketing and the latest

technologies will be represented.

The main sponsors for all three events are Bing Canada and SweetIQ.

Events are being held on October 27th (Vancouver), October 28th

(Montreal) and October 29th (Toronto).

SEMPO Cities Vancouver: Digital Marketing Think Tank



Following our last year success, the SEMPO Cities Vancouver 2015

Digital Marketing Summit is back with great content for Digital

Marketers. We have industry leaders in E-Commerce, SEM, Social, and

Local SEO that will come share their best practices and case

studies. Drink and food will be serve on site! Speakers from Bing

Canada, SweetIQ, RTown.ca and LAT Multilingual will insights and

best practices.


Tuesday, October 27, 2015; 5:30 PM - 8:30 PM


Steamworks Harbour View Room, 375 Water St., Vancouver, V6B 1G1


Complimentary for SEMPO members, $25 for non-members


Attendees can register

directly online.



SEMPO Cities Montreal: 2016 Digital Advertising Summit


Following our last year success, the SEMPO Cities Montreal: 2016

Digital Marketing Summit is back with great content for Digital

Marketers. We have industry leaders in E-Commerce, SEM, and Local

SEO that will come share their best practices and case studies for a

2 hours event from 4pm to 6pm! Drink and food will be serve on site!

The final hour of the evening will be reserved networking from 6pm

to 7pm! Speakers include Bing Canada, SweetIQ, Beyond the Rack,

Busbud and Frank & Oak.


Wednesday, October 28th, 2015, 4:00 PM - 7:00 PM


La Gare Montréal, 5333 Avenue Casgrain #102, Montréal, QC H2T 1X6


Complimentary for SEMPO members, $25 for non-members


Attendees can register

directly online.



SEMPO Cities Toronto: Digital Marketing Think Tank


A digital marketer's day continues to be challenged by an

ever-changing landscape of tools, tactics and techniques across

search, social media and content marketing. From strategy and

planning to execution and reporting, the learning and knowledge

required to understand trends and outcomes to beat the competition

is never ending. Join us for an evening of thought leadership,

knowledge and networking with your peers. Speakers from Bing Canada,

SweetIQ, Twitter, Influicity, Uberflip and more will share their

ideas and best practices.


Thursday, October 29, 2015; 5:15 PM - 9:30 PM


YMCA, 87 Elm St, Toronto, ON, M5G 0A8


Complimentary for SEMPO members, $25 for non-members


Attendees can register

directly online.

About Bing Canada

Bing currently serves 460 million Canadian

searches, has a 12% marketshare and with the recent launch of Windows10,

the new Surface Pro 4 and Surface Book & the search partnership with

AOL, the potential for growth is enormous. Just six years ago, Bing was

an upstart in search. Bing also has strong partnerships with Amazon,

Apple, Twitter and several other major technology leaders. Today we are

the powerful engine behind organic search as well as through powerful

syndication partnerships and across devices.

About SweetIQ

SweetIQ is an industry leader in local search

marketing, helping F500 brands convert online searches to in-store

shoppers. Our analytics and automation platform delivers local search

results for national brands and their marketing agencies. Since 2010

we've been helping our clients grow their sales by increasing their

online findability and giving them the tools they need to manage their

online presence. The company has offices in Montreal working with

clients across North America.


SEMPO is a global non-profit organization

serving the search and digital marketing industry and the marketing

professionals engaged in it. Its purpose is to provide a foundation for

industry growth through building stronger relationships, fostering

awareness, providing education, promoting the industry, generating

research, and creating a better understanding of search and its role in


SEMPO includes thousands of professionals across 50 countries. The

organization's mission is to represent the common interests of companies

and consultants worldwide and provide them with a voice in the

marketplace. SEMPO's education and outreach initiatives are funded in

part by Google and Baidu. For more information or to join the

organization, visit www.SEMPO.org.



Search Engine Optimization (SEO) | Buzzle.com

How Does a Search Engine Work?

Working of search engines

Search engines are software that help web users search for information on the Internet. They let the Internet users find what they are looking for, by crawling the web to index pages so as to render the most relevant and the best...

List of Internet Search Engines

Examples of search engines

The term 'search engine' reminds us of the phenomenally popular search engine, Google. But there are several other search engines that are unique in their own special way. To browse through a list of all the Internet search engines...

Internet Search Tricks

Are you an efficient Googler, or do you wade through a dozen pages looking for what you need? Relax - there are a handful of tricks that will get you where you want to go.

Video SEO Tips

Video SEO tips are necessary for everyone who is interested in letting others download or watch his or her video on the internet. This article presents information on the best practices and tips for video SEO.

Best Way to Optimize Your Website

Increased competition on the web demands that your website must be optimized effectively to make it a success. In this Buzzle article, we tell you how to do exactly that so that you get maximum visibility.

Role of Professional SEO Services

Search Engine Optimization (SEO) plays a vital role https://www.seoinc.com/ in deciding the fate of a website. Websites which are in accordance with SEO guidelines always have a significant advantage over their competitors. Here is more on this.

Top 3 Internet Search Engines

All of us have used the three giant search engines, Google (the 'good' monster), Yahoo (the 'never-say-die' monster), and MSN Live (the 'still-trying-to-convince' monster). Read on to judge who truly delivers what we expect out of...



the Organization for Environmental Freedom


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