Copyright © 2006 Smart Marketing, Inc. All Rights Reserved. Why Search Marketing is Different Brad Fallon CEO Free IQ [email protected] cell/text 404-849-2199

Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.

Why Search Marketing Why Search Marketing is Differentis Different

Brad FallonCEOFree [email protected]/text 404-849-2199


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


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


Where Worlds Collide


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


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


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


Top 5 Critical Elements

● Page Title● Meta Description● Page Linking● Site Linking Topology● Paying Attention (Tracking/Changing)


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?


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


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


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


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


Paying Attention

● What to track and what to do about it● Organic CTR● Top 10/50/100● Big improvements are possible


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”)


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)


Brad FallonCEO, Free [email protected]/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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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved. Why Search Marketing is Different Brad Fallon CEO Free IQ [email protected] cell/text 404-849-2199