Wednesday, December 26, 2007

Search Engine Management































































































































Google SEM

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.

References



Take your page to the next level

Keywords:


(SEMPO) Search Engine Marketing Professional Organization


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



  • Web Design

  • Email Marketing

  • Marketing Communications

  • Market Research

  • Banner, Print, Radio, Television, and Outdoor Advertising


(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.


Metaverse Messenger:



  • Create Avatars

  • (SL) Second Life source of News and Entertainment



  • Refer a friend get a Free ________

  • Why do you have a site?

    • Brand Promotion?

    • Selling Products?

    • Lead Generation (to get contacts)



  • Publish Videos on our Website

  • Know your audience

    • Target them (whether its an age group)

    • Demographic

    • 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



  • Blogsvertise

  • Link from other sites (Delicious ect.)

  • (UGC) User comments and ratings

  • Bumper Stickers, Shirts, Mouse pads

  • PROMOTE YOUR BRAND

  • MySpace/Facebook Pages

  • Partnership Signage – Home Depot/Menards

  • Publish YouTube.com Commercials, Advertorial, tell-a-friend

  • Monthly newsletters/add-ons

  • Blog

  • 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

  • Consumer Surveys

  • 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



Needs Analysis
Designers, Full Service Interactive Firms, Public relations:

Research:



  • Guidelines

  • Documentation

  • Procedures

  • Policies

  • Proven Tools

  • 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?

                                    • Advertising

                                      • Creatives

                                        • 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?



                                      • Copywriting

                                        • Do they have sample writing?

                                        • Do the samples have action words like act now and apply now?

                                        • Are their spelling errors?



                                      • Tex Ad

                                        • How many will they make for you?



                                      • Direct Marketing (Print)



                                    • Search Engine Marketing

                                      • CPC, CPA Advertising



                                    • Campaign Management

                                      • How Many Keywords?

                                        • Starting Keyword Optimization

                                        • Final Keywords

                                        • Keyword Bid Management





                                    • Site Changes

                                      • Web Optimization

                                      • Branding

                                        • Public Relations



                                      • Copywriting

                                      • Creatives

                                      • Coding? Php, Java, Html, DHtml, Flash if they don't have coding experience who will be the developer? Will this cost extra?

                                      • MetaTags

                                        • This is 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.



                                      • Favicons

                                      • 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.







                                    • Campaign Research

                                      • Keyword Research



                                    • Link Placement (Free Advertising)

                                    • Make sure to get a contract



Directory/ Business Listings

Layout HIRING SEO and SEM



  • Landing Pages to optimize Campaign Performance—Optimizing your landing page’s will directly affect your rankings:


    • Meta tags

    • Keywords

    • Copy

    • Layout


  • Links

    • Relevant Banners

    • Only Relevant Ads if any

    • Sponsors in appropriate areas (not main page areas)



  • Seasonality

    • Copy

    • Images

    • Ads



  • Time needed for monitoring campaign effectiveness

  • Ad Copy

  • Images

    • Relevant

    • Unique Names

    • Relevant tags

    • alt tags

    • 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:


    • Keyword competitiveness

    • 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

    • Changing Bids


  • 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

    • Design Creatives

    • Optimize your website

    • Understand Analytics

    • Site Statistics

    • Consumer Bases





Campaign Objectives
Products

Ad Target:




  • Consider Copy

  • Ad Placement

  • 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.




  • Blogs


    • Digg

    • Reddit

    • pligg



  • Online Networks


    • LinkedIn

    • Facebook

    • MySpace



  • Wiki

  • Business/Directory Listings


    • Double Check Your Company Information Is Correct


      • Yellow Pages

      • Axicom

      • InfoUSA






  • Word of Mouth

  • Mailers (direct marketing)

  • In-Person


    • Trade Shows

    • Conventions

    • Speaking Engagements

    • Teaching/Mentor Programs

    • Company Volunteering/ Philanthropy

    • Professional Affiliations



  • Media


    • Radio

    • Television

    • Online Television

    • Billboards

    • Magazines

    • Newspapers



  • Remember Source Codes

  • SEO (Search Engine Optimiztion)


    • Organic Searches


      • Google, Yahoo, Ask, MSN





  • SEM (Search Engine Marketing)


    • Affiliates Marketing/ Publishers


      • PPC (Pay-Per-Click), CPC (Cost-Per-Click), CPA (Cost-Per-Aquisition)



    • Banners

    • E-Newsletters



Site Layout Tools



Blogs, Metaverse, Videos

Blog Tips:



  • Dedication

  • Openness

  • Honest

  • Research

  • 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)



    • Campaign Budget

    • 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

Top SEO and Marketing Firms:

Category Rank, Web Rank, Domain



htaccess file:

  1. 5,025 http://www.marketleap.com

  2. 19,877 http://highrankings.com

  3. 21,109 http://www.bruceclay.com

  4. 28,393 http://morevisibility.com

  5. 30,336 http://www.seoimage.com

  6. 51,332 http://www.iprospect.com

  7. 55,195 http://www.zunch.com

  8. 59,806 http://www.1stsearchranking.com

  9. 63,869 http://www.primevisibility.com

  10. 65,341 http://www.oneupweb.com

  11. 72,456 http://beyondroi.com

  12. 97,509 http://impaqt.com

  13. 103,487 http://www.bigmouthmedia.com

  14. 109,122 http://customermagnetism.com

  15. 111,203 http://page-zero.com

  16. 134,244 http://infosearchmedia.com

  17. 167,236 http://proceedinteractive.com

  18. 174,604 http://rangeonlinemedia.com

  19. 174,690 http://fathomseo.com

  20. 192,271 http://netramind.com

  21. 246,577 http://e-channel.com.au

  22. 248,871 http://trafficleader.com

  23. 258,347 http://greenlight.co.uk

  24. 264,698 http://allwebpromotion.com

  25. 350,608 http://searchrank.com




  • 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

    • Redirect 301/oldfile/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


  • Mod Rewrite


  • Making an endless number of pages using a .htaccess file


    • rewriteEngine On

    • 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



  1. 76 http://www.trafficswarm.com

  2. 128 http://www.paypopup.com

  3. 898 http://www.eprize.net

  4. 1,248 http://geobutton.com

  5. 4,667 http://www.tribalfusion.com

  6. 4,728 http://www.linksmanager.com

  7. 6,074 http://www.axandra.com

  8. 6,480 http://webceo.com

  9. 7,421 http://valueclick.com

  10. 7,500 http://qksrv.com

  11. 7,955 http://addme.com

  12. 8,543 http://isubmit.com

  13. 9,963 http://trellian.com

  14. 10,150 http://bpath.com

  15. 14,379 http://selfpromotion.com

  16. 16,632 http://mikes-marketing-tools.com

  17. 19,694 http://webposition.com

  18. 24,094 http://clicktracks.com

  19. 27,827 http://ientry.com

  20. 33,821 http://websiteceo.com

  21. 44,360 http://apexpacific.com

  22. 46,791 http://becanada.com

  23. 108,912 http://engineready.com

  24. 389,555 http://webmaster-tools.com

  25. 659,722 http://keywordbidmaximizer.com








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