Search Engine and Directory Marketing

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Search Engine andDirectory Marketing

• Topics to be covered by Case Study
• Natural search
• Paid Search
• What is Content-based Paid Search?
• Gay-specific Paid Search
• Gay-specific Online Directories

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Search Engine Marketing
Definitions

• Natural Search
• Paid Search

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Case StudyFt. Lauderdale Beach Villas

• Goal drive traffic and increase hotel
  reservations

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Ft. Lauderdale Beach Villas

• Step 1 Search Engine Optimization for Natural
  Search - Meta Tags and Title Tag

lt!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01
Transitional//EN"gt lthtmlgt ltheadgt ltMETA NAME""
CONTENT"text/html charsetiso-8859-1"gt ltMETA
NAME"author" CONTENT"Ft Lauderdale Beach Villas
Marina"gt ltMETA NAME"expires"
CONTENT"NEVER"gt ltMETA NAME"page-topic"
CONTENT"Travel"gt ltMETA NAME"keywords"
CONTENT"Florida Lesbian Hotel, Florida Lesbian
Hotel Fort Lauderdale, Fort Lauderdale Gay
Guesthouse, Ft Lauderdale Gay Guesthouse, Lesbian
Fort Lauderdale Hotel, Lesbian Ft Lauderdale
Hotel bed and breakfast fort lauderdale, bed and
breakfast ft lauderdale, fort lauderdale
accommodation, fort lauderdale accomodations,
fort lauderdale bb, fort lauderdale bed and
breakfast, fort lauderdale gay guesthouse, fort
lauderdale gay lodging"gt ltMETA NAME"description"
CONTENTgay resort in Ft. Lauderdale, FL"gt ltMETA
NAME"page-type" CONTENT"HTML form"gt ltMETA
NAME"audience" CONTENT"All"gt ltmeta
name"Language" content"en-us"gt ltmeta
name"msnbot" content"index,follow"gt ltMETA
NAME"Robots" CONTENT"All"gt ltMETA
NAME"Revisit-After" CONTENT"7 Days"gt ltMETA
NAME"Distribution" CONTENT"Global"gt ltMETA
NAME"Rating" CONTENT"General"gt lttitlegtFort
Lauderdale Beach Villas Marina Gay Resort
Gay Hotellt/titlegt
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Ft. Lauderdale Beach Villas

• Natural Search Results - 3

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Ft. Lauderdale Beach Villas

• Step 2 Paid Search

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Ft. Lauderdale Beach Villas

• Step 2 Paid Search with live examples

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Ft. Lauderdale Beach Villas

• You determine key words to use and how much
  youre willing to pay per click.

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Ft. Lauderdale Beach Villas

• You control how much to budget per day, and where
  your ads show up.

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Ft. Lauderdale Beach Villas

• Overture.com powers paid search for Yahoo.com and
  MSN.com

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Ft. Lauderdale Beach Villas

• Paid Search Results Listing is 2 for gay
  hotel ft lauderdale

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Ft. Lauderdale Beach Villas

• Content-based Paid Search results are based on
  content of web page

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Ft. Lauderdale Beach Villas

• Content-based Paid Search Gay Specific

http//click4gay.etineria.com
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Ft. Lauderdale Beach Villas

• Ads appear based on content of web pages from
  participating gay sitesIn this case
  Travel-related gay sites and travel-related gay
  web pages

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Ft. Lauderdale Beach Villas
Online Directory Advertising

• Online Directories emerging as a strong
  competitor to traditional print directories and
  yellow pages.

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Ft. Lauderdale Beach Villas
Online Directory Advertising
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Ft. Lauderdale Beach Villas
Online Directory Advertising
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Ft. Lauderdale Beach Villas
We placed them on Zoom.Gay.com
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Ft. Lauderdale Beach Villas
We placed them on PurpleRoofs.com
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Online Directories
For other categories, there are gay directory
sites as well.
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In Summary

• For businesses large and small, Natural Search is
  an important (and FREE) component in your
  marketing mix.
• Paid Search is also important in your marketing
  mix
• For some businesses, Online Directory Advertising
  is a cost-effective way to promote your company