Online Search Marketing

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Overview

• Introduction to search marketing
• Bid for placement
• Search engine optimization

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Why online search marketing?

• Traffic is always pre-qualified
• Make changes instantly
• Measure each placement
• Start with a small budget

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High Quality of Traffic
Decide to do research
Use the internet
Go to a search engine
Enter relevant key phrase
Select site based on Title and Description
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Different Search Strategies
Bid for Placement
Search Engine Optimization (SEO)
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Online Search Comparison

• 1. Bid for Placement
• Paying for a position in
• search results via an auction
• 2. Search Engine
• Optimization
• Programming your site to
• appear higher in search results

• Immediate guaranteed placement
• Control over message
• Complete ROI tracking
• Can make changes instantly
• 80 of search engine
• traffic

• Possibly more cost effective
• Generates more traffic
• Ownership of your
• position

SEO PPC is Extremely Powerful
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Bid for Placement Search Engines

• Google (www.google.com)
• Yahoo Search Marketing (www.overture.com)
• MSN (www.msn.com)
• Miva (www.miva.com)
• Enhance (www.enhance.com)
• Ah-Ha (www.ah-ha.com)
• Kanoodle (www.kanoodle.com)
• ePilot (www.epilot.com)

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Bid for Placement example
2.50
1.60
1.60
1.59
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Mesothelioma
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Yahoo! Search Marketing Reach

• ESPN
• Search.com
• Excite
• Go2Net
• Lycos
• DogPile
• CNN
• Netscape
• Web Crawler
• Infoseek
• CNET
• Infospace
• MetaCrawler

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Google Reach
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Bid for Placement

• Campaign Steps
• Tree Structure
• Keyword, ad landing page development
• Bidding strategy
• Tracking/optimization

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Sample Tree Structure
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Sample Tree Structure
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Keyword preparation

• Competitive Meta Tag Analysis
• Yahoo! Search Marketing
• http//inventory.overture.com/d/searchinventory/su
  ggestions
• http//uv.bidtool.overture.com/d/search/tools/bidt
  ool
• Word Tracker
• http//www.wordtracker.com
• Good Keywords
• http//www.goodkeywords.com

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Title, Description, Landing Page
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Bidding Strategy

• Develop rules to
• Fluctuate bids to reach a target ROI
• Ensure competitors pay the maximum amount
• Keep your site above or below specific Websites
• Maintain a specific position within the search
  engines
• Click Fraud Reporting
• Insert competitors IP address to track
  fraudulent activity
• Analyze spikes in bids or frequent clicks from
  IP addresses

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Tracking Example
Analyze the effectiveness of each keyword
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Tracking Example
Analyze the effectiveness of each keyword
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Search Engine Optimization(SEO)

• Organic placement in major search engines
• Two Methods of Placement
• Onsite Optimization SEO
• Offsite Optimization Link Strategy

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Onsite Optimization
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Site Map Analysis
Webpage design
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Keyword Development
Maintenance/ optimization
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Site Map Analysis
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Keyword preparation

• Competitive Meta Tag Analysis
• Overture
• http//inventory.overture.com/d/searchinventory/su
  ggestions
• http//uv.bidtool.overture.com/d/search/tools/bidt
  ool
• Word Tracker
• http//www.wordtracker.com
• Good Keywords
• http//www.goodkeywords.com
• Web Position
• http//www.webposition.com

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Webpage Design Splash Pages

• Create a page focusing on a few keywords
• Example Surepayroll
• Multiple characteristics to consider
• Title
• Headers
• Meta Tags
• Alt tags
• URL
• File size/length

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Website DesignMeta Tags
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Internal Links

• Sitemaps
• Keywords in link
• Keywords in URL

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Link Strategy

• Directories
• Article Directory Submissions
• Press Releases (PRWeb.com)
• Prospecting/Buying Links
• RSS Feeds and Social Book marking

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Directories Submission
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Tools

• Web Position (www.webposition.com)
• Word Tracker (www.wordtracker.com)
• Good Keywords (www.goodkeywords.com)
• LinkageXpress (www.linkagexpress.com)

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Summary of Search Marketing

• One of the most effective forms of direct
  marketing
• Google and then Yahoo are the areas to focus on
  for search engine optimization
• Linking is the most important component of search
  engine optimization

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Contact Information

• Jon Morris
• Internet Marketing Initiative
• 205 W. Wacker Drive
• Chicago, IL 60606
• 312-281-9933 x105
• jon_at_internetmi.com
• www.internetmi.com