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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Why Search Marketing Why Search Marketing is Differentis Different
Brad FallonCEOFree IQbradf@bradfallon.comcell/text 404-849-2199
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Search Marketing is Just Advertising
● Direct Response Advertising Not “Image Advertising”
● Well Established, Time Honored Rules● Works Even Better on the Web
Testing Analytics Speed Cost
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
But Ad Placement is Different
● Off-line, you control placement and your message e.g. the Insertion Order
● On-line, the message is “self placing” via search engine algorithms Placement is a technical aspect of the message
and things connected to the message● Message and message placement are no
longer independent
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Where Worlds Collide
● Copywriting meets SEO Conversion demands control of the copy SEO demands control of the copy Site design is important for both
● Writing for both humans and machines Traffic depends on machines liking it Conversion depends on humans liking it
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Dealing with the Collision
● Trade-off: Traffic over Conversion “Write for the engines” Sub-optimal Conversion, but overwhelm with traffic
● Trade-off: Conversion over Traffic “Write for People” Traffic suffers, lots of PPC, but Conversion is Great
● Find an Integrated Solution The problem is technology The solution is more technology
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
SEO Copywriting
● More than the sum of the parts Copywriting is easy SEO is even easier Putting them together is NOT
● Technology, Process and People Technology bar is raised substantially Integrated conversion and traffic management Combined skill sets
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Top 5 Critical Elements
● Page Title● Meta Description● Page Linking● Site Linking Topology● Paying Attention (Tracking/Changing)
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Page Title
● The most visible part of the “ad”● Must persuade the searcher to click● In less than 50 characters● A critical element of message positioning● Has to have the keywords● Best to have the exact phrase● What else is possible?
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Long Tail● Where do you draw the line?● “Buoyancy” Bigger the base, the higher the
whole site does● Think of animal standing on its own tail. Build
out the long tail yourself.● Example: Promotional products, stupid long
tail, colors/sizes. Only way to win, rank for 80,000 words. Harder than it used to be to rank from outside links.
● The “footprint” problem
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Search Meta Description
● Needs to support the title (match)● Second most important click-through control
after Title and before URL● We really would like it to read sensibly● It is auto-generated [yikes!] often by grabbing first
occurrence of search phrase. ● Take a second bite at the apple ● “First Occurrence” means first “in file” not “in
view” -- a tedious technical task to control both
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Page Linking
● Humans understand and need links to consume your site
● You want to extend their site visit using links● Short text, in context, is easiest to process● Link text, including internal links, is critical to
ranking. Worthy of a 90-minute webinar. (option)● Search engines don't understand “context” so
complete key phrases are best, but often won't fit the nav-bar
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Site Linking Topology
● Not all of our pages are sales pages● And not all sales pages are created equal● Humans need links to all of our pages● Links distribute Google PageRank (PR)● We only need PR in sales pages, not support
pages● We need two linking structures, one for Google
and one for humans
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Paying Attention
● What to track and what to do about it● Organic CTR● Top 10/50/100● Big improvements are possible
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Important Trends● Search is “Disruptive Technology”
It changes the way we must work It changes our organizational structures and
processes● Long Tail Niches ARE the Market● PPC vs CPM (trend bodes well for “customer”)● One Site or Big Sites vs. Thousands of Sites● Not “Adapt or Die” - but HUGE opportunities for early
adopters. (“online dating” vs. “atlanta dentist”)
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Opportunity● The Web Redefines Huge
Enormous wealth is available on-line “Overnight” success is the norm and still possible
● The Challenge Adopting new technology Integrating new business processes The “one trick pony” is dead
● The Reality Guru vs. Process Continuing education: StomperNet, Free IQ “seo”
(Jeff Johnson)
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Brad FallonCEO, Free IQbradf@bradfallon.comcell/text 404-849-2199
Any questions?Any questions?
Chris Watson and will be at our table all day tomorrow.Chris Watson and will be at our table all day tomorrow.
1.1. $1 StomperNet$1 StomperNet
2.2. Free IQ New Media PPC Ads on a Long Tail Free IQ New Media PPC Ads on a Long Tail Content Network with no competition Content Network with no competition
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