Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-1
Module IIModule II Overview Overview
PLANNING: Things to Know BEFORE You
Start…
Why SEM? Goal Analysis
How good is my site? Site AnalysisHow good is my search? Measure SEM performance
How to sell it? SEM Proposal
How to do it? Strategic Planning
Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-2
Measure Your Search Measure Your Search OpportunityOpportunity
Launching a SEM campaign is similar to Launching a SEM campaign is similar to entering a entering a new marketnew market You are “selling” your web sitesYou are “selling” your web sites You are trying to attract customers to “buy”You are trying to attract customers to “buy” You are competing with other companies for “business”You are competing with other companies for “business”
Entering a new market: key considerationsEntering a new market: key considerations Product differentiationProduct differentiation: what makes your product so : what makes your product so
unique?unique? CurrentCurrent Market analysisMarket analysis: size, major players, market : size, major players, market
share… share…
Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-3
Measure Your Search Measure Your Search OpportunityOpportunity
Launching a SEM campaign: key considerations
Target your campaign (Product differentiation): what makes your site so unique?
Current Market analysis
Calculate your opportunity
Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-4
Task 1: Target Your CampaignTask 1: Target Your Campaign
Choose your target Choose your target areaarea Profile Profile Measurement Measurement SimpleSimple PracticalPractical
Choose your target Choose your target keywordkeyword Selection ToolsSelection Tools Selection ProcessSelection Process
Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-5
Task 1.1: Choose Target AreaTask 1.1: Choose Target Area
Remember, you have a web Remember, you have a web sitesite!! Different pagesDifferent pages Different purposes / business modelsDifferent purposes / business models The search result can only start with one The search result can only start with one areaarea
Rule #1: Remember your Rule #1: Remember your goalgoal Goal Goal defines your target areadefines your target area
Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-6
Task 1.1: Choose Target AreaTask 1.1: Choose Target Area
Choosing the right area:Choosing the right area: High profileHigh profile Measurable Measurable business impactbusiness impact Simple… Simple… to measure and to operationalizeto measure and to operationalize PracticalPractical… to manage… to manage
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Task 1.2: Choose Target KeywordTask 1.2: Choose Target Keyword
Will cover details in Chapter 11, we focus on the basics for nowWill cover details in Chapter 11, we focus on the basics for now
Step 1: Find an intuitive keyword to startStep 1: Find an intuitive keyword to start
Step 2: Use keyword selection tools to find the stats.Step 2: Use keyword selection tools to find the stats.
Yahoo (overture) Keyword selection tool
Google AdWords keyword tool
Step 3: “Market” analysisStep 3: “Market” analysis
Drop Drop competitorscompetitors’ keywords’ keywords
Drop Drop irrelevantirrelevant keywords keywords
Beware: the Beware: the most popularmost popular keyword! keyword!
Beware: Beware: youryour brand! brand!
Focus on the “Focus on the “nicheniche”: medium-popularity keywords with sufficient traffic”: medium-popularity keywords with sufficient traffic
Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-8
Task 1.2: Choose Target KeywordTask 1.2: Choose Target Keyword General StrategyGeneral Strategy
Come up with seven to ten phrases Come up with seven to ten phrases your your brand namebrand name and a and a generic category namegeneric category name should should
be therebe there Brand name: ? ranking, ? TrafficBrand name: ? ranking, ? Traffic Generic name: ? Ranking, ? trafficGeneric name: ? Ranking, ? traffic
Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-9
Task 2: Task 2: Assess Your Current SituationAssess Your Current Situation
Measure current performanceMeasure current performance Landing pageLanding page analysis analysis
What is your landing page?What is your landing page? Is your landing page indexed?Is your landing page indexed?
Your rankingYour ranking Competitor rankingCompetitor ranking Your traffic Your traffic
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2.1: 2.1: Landing PageLanding Page
Landing PageLanding Page: the place on your Web site visitors will go : the place on your Web site visitors will go when they click a particular banner ad / linkwhen they click a particular banner ad / link
Designed to Designed to reinforce the searcher's intentthe searcher's intent Very important for site lock-inVery important for site lock-in
Banner ad landing page is more dynamicBanner ad landing page is more dynamic
Landing page designLanding page design Most important: make sure the content Most important: make sure the content matches and reinforcesmatches and reinforces
the link descriptionthe link description
Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-11
2.1: 2.1: Landing PageLanding Page
Landing Page: indexed?Landing Page: indexed?
Use Use special inclusion operators to see if your page is to see if your page is indexedindexed
Might reveal problems with your current siteMight reveal problems with your current site
Landing Page: rank?Landing Page: rank?
www.digitalpoint.com/tools/keywords appearing in the appearing in the top tentop ten of of organic resultsorganic results is clearly the is clearly the
place to beplace to be 87% of the searchers click on a top-ten link87% of the searchers click on a top-ten link 60% of them click on organic links 60% of them click on organic links
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2.2: 2.2: Your RankingYour Ranking
Your RankingYour Ranking
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2.3: 2.3: Competitor Competitor RankingRanking
Competitor RankingCompetitor Ranking Where are your competitors?Where are your competitors? Every page that you get into the top ten pushes your competition Every page that you get into the top ten pushes your competition
down furtherdown further
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2.4: 2.4: Your Traffic Your Traffic
Your trafficYour traffic
How many people visit your web site?How many people visit your web site? How many are referred from search engine sites?How many are referred from search engine sites? What keyword do they use to find you?What keyword do they use to find you?
Web log: http://www.google.com/search?
sourceid=navclient&ie=UTF-8&oe=UTF-8&q=digital+camera
Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-15
Task 3: Task 3: Calculate Your OpportunitiesCalculate Your Opportunities
Keyword DemandKeyword Demand
Missed opportunitiesMissed opportunities
Future trafficFuture traffic
Future revenueFuture revenue
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3.1: 3.1: Keyword DemandKeyword Demand
Keyword Demand: Keyword Demand: The number of searches for any The number of searches for any particular queryparticular query
Multiplying the Yahoo! total by 2.2 yields a relatively accurate Multiplying the Yahoo! total by 2.2 yields a relatively accurate number of total worldwide searches in the major search enginesnumber of total worldwide searches in the major search engines [ch. 11]
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3.2: Missed Opportunity3.2: Missed Opportunity
Missed Opportunity MatrixMissed Opportunity Matrix
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3.3: Future Traffic 3.3: Future Traffic
Key question: Key question: how to estimate the how to estimate the reasonablereasonable number of clicks number of clicks that can be achieved after a successful first search marketing that can be achieved after a successful first search marketing campaigncampaign
Number crunchingNumber crunching
48% 48% searchers click on links on the first pagesearchers click on links on the first page 60% 60% of the clicks are organicof the clicks are organic Searchers click Searchers click 1.81.8 to to 2.82.8 links links
For every 100 searches, about ? Clicks on the first pageFor every 100 searches, about ? Clicks on the first page
What about paid placement? 5% is normalWhat about paid placement? 5% is normal
Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-19
3.3: Future Traffic 3.3: Future Traffic
For every 100 searches, about 52 Clicks on the first pageFor every 100 searches, about 52 Clicks on the first page
Add in a distribution assumptionAdd in a distribution assumption
Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-20
3.3: Future Traffic 3.3: Future Traffic
For every 100 searches, about 52 Clicks on the first pageFor every 100 searches, about 52 Clicks on the first page
Add in a distribution assumptionAdd in a distribution assumption
Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-21
3.3: Future Traffic 3.3: Future Traffic
Now we know the click-through rate Now we know the click-through rate ifif we are top-10 we are top-10
How likely: How likely: projected-rankings matrixprojected-rankings matrix
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3.3: Future Traffic 3.3: Future Traffic
Putting things together:Putting things together:
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3.4: Future Revenue 3.4: Future Revenue
We have the future visit number (traffic)We have the future visit number (traffic)
We need?
Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 7-24
Summary Summary