Search Engine Marketing, Interactive Advertising, Interactive Design, Advertising Agencies, Choosing a Search Engine Marketing Team and Optimizing your Web Site.
Wednesday, December 26, 2007
Search Engine Management
SEARCH ENGINE MANAGEMENT: Increase your site rankings and page views by using meta data, search engine optimization, analysis, and search engine marketing with affiliates and publishers.
(SEMPO) Search Engine Marketing Professional
Search Marketing Team (search engine strategist)
Responsible for :
- Organic Search (SEO)
- PPC, CPC, CPA (Pay-Per-Click or Cost-Per-Click and Cost-Per-Acquisition)
- Paid Search
- Paid Inclusion
- Optimized Shopping Feeds
- Click Fraud Monitoring
- Brand Reputation Management
- Link-Building Strategies
- Affiliate Marketing
- Business Development
- Viral Marketing
- Research and Copywriting Skills
- Technical Expertise
- Multi-Tasking, Quick Learners, High Tolerance for Change, Affinity for Solving Complex Puzzles, Multi Tasking and Experimenting, Detail Oriented
(SEO or Organic Search) Search Engine Optimization
(SEM or Pay-Per-Click) Search Engine Marketing
(LCV) Lifetime Customer Value, branding and direct response to your SEO and SEM which creates a lift in clicks and conversions
(UGC) User-generated Content (includes reviews and community features like ratings)
(Interactive) Refers to anything web based from web page design to internet advertising.
(Creatives) Generally refers to web designers, print designers, mailers, designs, or layouts.
(SL) Second Life source of News and Entertainment
Take your page to the next level
Market Research Banner, Print, Radio, Television, and Outdoor Advertising
Refer a friend get a Free ________
Why do you have a site?
Lead Generation (to get contacts)
Publish Videos on our Website
Know your audience
Target them (whether its an age group)
Personality (ie. a college girl who, likes baby blue, drinks, listens to rock music, and goes clubbing might have something in common with a fourty year old male who also drinks, likes to party, enjoys rock music, and likes the color blue) if we took those two people from a age and sex standpoint they wouldn't be targeted the same
Link from other sites (Delicious ect.)
(UGC) User comments and ratings
Bumper Stickers, Shirts, Mouse pads
PROMOTE YOUR BRAND
Partnership Signage – Home Depot/Menards
Publish YouTube.com Commercials, Advertorial, tell-a-friend
Adding a path to the page
Full navigation/ index on every page (ref. website magazine pg. 33)
Constantly Perform local searches on your business sector and find out who your competitors are in your area and where they are getting listed. Then work in the same networks and beyond.
Research your own listings. Correct inaccurate information.
Double check company information on Amacai.com, Yellowpages.com, Axciom.com, and InfoUSA.com
Text message Advertising? (see also (IAB) Interactive Advertising Bureau —set guidelines)
.htaccess file (to fwd old pages to new ones so you don't have broken links)
Sites for Developers and Designers
Designers, Full Service Interactive Firms, Public relations:
http://www.dveit.com/ SEO, SEM, Web Design, Print Design, Brand Management, Print Media
Psbpr.com Padilla Speer Beardsley (Specializes in Public Relations, Started a SEM program in late 2007, Some Interactive)
http://www.carmichaellynch.com/ (Public Relations, Interactive, Print Media, Brand Management)
http://www.martinwilliams.com/ (Interactive and Print Design, Advertising Firm)
Periscope.com (Interactive and Print Design, Advertising Firm)
Colle + Mcvoy (Interactive and Print Design, Advertising Firm)
http://www.blogger.com/www.webershandwick.com (internation ad and interactive firm)
http://www.blogger.com/www.risdall.com (Interactive and Print Design, Advertising Firm)
http://www.oco.com/ Olson (Interactive and Print Design, Advertising Firm)
Gage.com (Interactive and Print Design, Advertising Firm)
Digital People (Interactive and Print Design, Advertising Firm)
Brain Magnet Industries (Interactive & Ad. Firm)
Carlson Marketing Group (Interactive & Ad. Firm)
Kleckner Advertising & Marketing (Ad. Firm)
Longren & Parks (Interactive and Print Design)
Mackenzie Marketing (Interactive Advertising)
Medvec-Eppers Advertising, Ltd. (Interactive and Print Design, Advertising Firm)
Nelson-Mitchell Advertising Outfitters (Interactive and Print Design, Advertising Firm)
Red Star Creative (Interactive and Advertising)
Ruckus Interactive (Interactive and Print Design)
Russell & Herder (Interactive and Print Design)
Methodologies for use by existing on-site search marketing managers
What is your company GOALS?
Note Keyword Price Fluctuations
What to look for in a SEO & SEM Proposal
What is the company, freelancer(s), agency, or in-house going to bring to the table?
Do they have a portfolio?
A portfolio is every designer/agencies previous work and experience bundled into one small package for future customers
What is in the portfolio?
Banner samples, previous site layouts, flash samples, coding experience, different design styles
what role did the person showing you the portfolio play in the making of these creatives? Are they lead designers or production artists?
Do they have sample writing?
Do the samples have action words like act now and apply now?
Are their spelling errors?
How many will they make for you?
Direct Marketing (Print)
Search Engine Marketing
CPC, CPA Advertising
How Many Keywords?
Starting Keyword Optimization
Keyword Bid Management
Coding? Php, Java, Html, DHtml, Flash if they don't have coding experience who will be the developer? Will this cost extra?
this one of the most important peices of your sites code. It talks to search engines (web crawlers) tells them what your site is about and when to come back.
Is your code optimized?
Reduce the amount of lazy code you have to increase upload times, optimize your images, and try to use as little flash or java script as possible. Why?
Flash is a wonderful tool, just make sure your target audience isn't of a older generation who's computer is probably also-- older.
Java can be another wonderful coding tool, but if your index is in Java the crawlers can't read it. For search engines to put your pages on organic searches crawlers need to be able to jump the links.
Link Placement (Free Advertising)
Make sure to get a contract
Directory/ Business Listings
HIRING SEO and SEM
http://www.linksbulletin.com/ (exchange links with quality websites to compliment your content)
http://www.reddoor.biz/ –Paul Bruemmer (Director of Search Marketing for Red Door)
Trainers for SEO and SEM : Benib@google.com
http://www.judysbook.com/ –(Business Listings)
http://www.yelp.com/ –(Business Listings)
http://www.insiderpages.com/ –(Business Listings)
http://www.local.com/ –(Business Listings)
http://www.truelocal.com/ –(Business Listings)
http://www.topix.com/ –(Business Listings)
http://www.dexonline.com/ –(Business Listings)
http://www.verizonsuperpages.com/ –(Business Listings)
http://www.windowslivelocalsearch.com/ –(Business Listings)
http://www.city.ask.com/ (information service combining we search, city guides, maps, and event listings)
http://www.amacai.com/ (directory listings)
http://www.yellowpages.com/ (directory listings)
http://www.axciom.com/ (directory listings)
http://www.infousa.com/ (directory listings)
http://www.myfreeestimates.com/ (contractor listings)
http://www.mycontractorlocator.com/ (contractor listings)
http://www.mywindowreplacement.com/ (window contractor listings)
http://www.mysidingreplacement.com/ (siding contractor listings)
http://www.angieslist.com/ (consumer listings but you have to pay for it)
Landing Pages to optimize Campaign Performance—Optimizing your landing page’s will directly affect your rankings:
Only Relevant Ads if any
Sponsors in appropriate areas (not main page areas)
Time needed for monitoring campaign effectiveness
Layout--all cohesive (rounded corners vs. square)
text over images
Large outsourced professional SEO campaigns can vary between $10,000 and 50,000 per month depending on:
Back linking (required to improve rankings)
Technical and editorial factors
Length of time required to improve results
SEO is a LONG TERM strategic investment rather than a onetime project
If your a newer company with smaller budget consider hiring a professional freelancer willing to put in the small overhead and management time to help your company grow in return you should offer them stability and company loyalty as your company grows from their hard work.
In one hand a freelancer is a nice resource, but if your company is looking for long hours and willing to spend the extra overhead on having someone in office try hiring someone who can multitask:
Use your resources
Manage Large Campaigns
Optimize your website
Who is the advertiser
Double Check Spelling
Professionally edited images
Banner, Text Links, Urls, Source Codes
Your Company Name Should be on EVERY AD
Search Engine Management, Rankings
Promoting Your URL This is important because it improves your site rankings, while promoting brand recognition.
http://www.rankings.com/ (top 900,000 websites on the internet)
http://www.primevisibility.com/ (seo, ppc, analytics, design, email marketing)
http://www.formrouter.com/ (online form management)
http://www.roispy.com/ (internet investment management, seo ranking management)
http://www.hitwise.com/ –Leeann Prescott, Research Director (feature presenter at SES local search seminar held September 28, 2006 in Denver)
Major Search Engines: Google.com, Yahoo.com, Ask.com, Msn.com, TimeWarner.com, Microsoft.com
http://www.1automationwiz.com/ (ecommerce marketing, ad tracking, e-mailers)
http://adwords.google.com/ (ppc advertising resources and services) web optimization, keywords, client reports, conversion tracking, ad creation tools, behavioral targeting with funnels
http://www.searchmarketing.yahoo.com/ (ppc advertising resources and services)
http://www.miva.com/ (ppc advertising resources and services)
http://www.enhance.com/ (ppc advertising resources and services)
http://www.goclick.com/ (ppc advertising resources and services)
http://www.adcenter.microsoft.com/ (ppc advertising resources and services)
http://www.7search.com/ (ppc advertising resources and services)
http://www.search123.com/ (ppc advertising resources and services)
http://www.searchfeed.com/ (ppc advertising resources and services)
http://www.abcsearch.com/ (ppc advertising resources and services)
http://www.adlab.microsoft.com/ (ppc advertising resources and services) analyze and visualize user search sequences, keyword group and mutation detections—detects frequent misspellings, keyword forecasts predicts impression counts and demographic search terms and can also help detect online commercial intention
http://adcomparator.com/ (ppc advertising resources and services) a/b split testing on up to 15 different aspects including up to 30,000 different combinations
http://www.whosclickingwho.com/ (ppc advertising resources and services)ppc auditing service
http://www.adsupervision.com/ (ppc advertising resources and services) uses yahoo, search marketing (formerly overture), Google adwords, and 7Search. Monitors your site and if disable for any reason will pause your ppc ad campaigns and restart them when your website is again available for viewing
Double Check Your Company Information Is Correct
Word of Mouth
Mailers (direct marketing)
Company Volunteering/ Philanthropy
Remember Source Codes
SEO (Search Engine Optimiztion)
Google, Yahoo, Ask, MSN
SEM (Search Engine Marketing)
Affiliates Marketing/ Publishers
PPC (Pay-Per-Click), CPC (Cost-Per-Click), CPA (Cost-Per-Aquisition)
Site Layout Tools
http://www.cranfieldaerospace.com/gsuits.aspx (site navigation example)
http://www.sitenav.co.uk/ (.NET code that runs site navigation—designed with XML)
http://www.validatedsite.com/ (copy validation)
http://www.sitepal.com/ (virtual website sales people)
Blogs, Metaverse, Videos
http://www.secondlife.com/ (link to economy, land, auctions, podcasts, metaverse)
http://www.reperes-condlife.com/ (helps companies develop their products, metaverse)
http://www.secondlifevideo.com/ (a large, curated resource of machinima—films made in a virtual environment)
http://secondvita.com/ (rss feeds with graphics)
http://secondseeker.com/ (unofficial second life reviews)
http://www.blogger.com/ (Google’s own blog service giving you a top level domain without incurring hosting fees)
http://www.ifilm.com/ (similar to YouTube)
http://www.reddit.com/ (digg competitor. Read/submit content)
http://www.newsvine.com/ (write the news, read and interact in the community)
http://www.invideo.com/ (brand and watermark your advideos or use split screen for cross promotion)
JumpCut.com (Video Marketing Tools)
In the example of Digg.com and Wikipedia if you don’t want your stories buried or to be blocked participate in both writing and commenting on other stories.
(Find upcoming stories, write in response to stories that interest you, or find something that relates to your website – be careful with this one but you can also link to your site if it’s relevant to the topic.)
Don’t worry about promoting your competition, consider it an exercise in both research, and copywriting.
Social Bookmarking, Networking
Contracts and Search Engine Management
http://www.digg.com/ (social bookmarking, videos, stories, blog, funny pictures, and product reviews)
http://del.icio.us/ (social bookmarking, videos, stories, blog, funny pictures, and product reviews)
http://netscape.com/ (social bookmarking, videos, stories, blog, funny pictures, and product reviews)
Yahoo! 360 – Bookmarking and Action Buttons
http://www.pligg.com/ (similar to digg.com but provides open source voting and comment system and unique user/admin face)
http://www.scuttle.org/ (similar to del.icio.us)
http://www.stockscripts.com/ (similar to YouTube and MySpace)
http://socialplatform.com/ –manage your websites day to day operations and social management (includes member profiles, groups, forums, galleries, content, member ratings, rewards and promo programs, member to member messaging, and e-commerce functions)
http://www.facebook.com/ (social networking)
If your company part with an affiliate or agency managing your campaigns you need to know how long they will be expected to stay on.
You or the other company may want them to stay on for a 7 day grace period.
You will need your left over campaign money refunded.
If you want them gone immediately that needs to also be in the contract. Especially if they are delivering bad leads.
What will be your campaign budget?
Keyword Price max.
Depending on the bidding keyword prices can range from .3 to $25.00/click (even if you dont get someone who stays on your site)
Daily, Weekly, or Monthly Budget?
State what they will be required to deliver.
How often do you want to be updated on their progress.
How often do you want site statistics?
Will you be doing in-house designs or will they?
What will be the design charges?
Do they bill hourly, per project, per design
How many samples will you recieve?
How many revisions will be aloud before additional charges are incurred
How many accounts will they manage?
Photos, Stock Photos, Banners, Buttons
http://www.flickr.com/ (photo management)
http://www.istock.com/ (sells stock images)
http://www.gettyimages.com/ (sells stock images)
http://www.shutterstock.com/ (sells stock photos)
http://www.fotosearch.com/ (sells stock photos)
http://www.snapvillage.com/ (free stock photos)
http://www.sxc.com/ (free stock photos)
http://www.bigstockphoto.com/ (sells royalty free stock photos)
http://www.123rf.com/ (sells photos for under $3 dollars each)
http://www.corbis.com/ (sells rights managed and royalty free photos)
http://www.photostockplus.com/ (sells photos)
Top SEO and Marketing Firms: Category Rank, Web Rank, Domain
Base directory of website: Htdocs, httpdocs, www, or public
Text file named: .htaccess
301 Redirect: sends a visitor trying to access an outdated page to a new page
Redirect 301 oldpage.html newpage.html
302 Redirect sends users to a new page while an old page is TEMPORARILY not being used (this is useful so that search engine bots know that the page will be returning)
Redirect 302 oldpage.html temporarypage.html
This: http://example.com/index.php?cart=4366&id=23525 can be shortened to http://example.com/widget.php
.htaccess command for Mod rewrite on a url:
RewriteRule widget.php index.php?cart=4366&id=23525
Redirects are important for websites to remain up-to-date and for search spiders to consistently index fresh content
Making an endless number of pages using a .htaccess file
rewriteRule aboutus.php aboutus.php [L]
rewriteRule contactus.php contactus.php [L]
rewriteRule FAQs.php FAQs.php [L]
rewriteRule index.php index.php [L]
rewriteRule (.*).php windows.php?pageName=$1 [qsa]
Top 25 Promotional Resources Category Rank, Web Rank, Domain