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Why Search Marketing is Different

Why Search Marketing is Different. Brad Fallon CEO Free IQ bradf@bradfallon.com cell/text 404-849-2199. Direct Response Advertising Not “Image Advertising” Well Established, Time Honored Rules Works Even Better on the Web Testing Analytics Speed Cost.

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Why Search Marketing is Different

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  1. Why Search Marketing is Different Brad FallonCEOFree IQbradf@bradfallon.comcell/text 404-849-2199

  2. Direct Response Advertising Not “Image Advertising” Well Established, Time Honored Rules Works Even Better on the Web Testing Analytics Speed Cost Search Marketing is Just Advertising

  3. 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 But Ad Placement is Different

  4. Where Worlds Collide

  5. 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 Where Worlds Collide

  6. 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 Dealing with the Collision

  7. 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 SEO Copywriting

  8. Page Title Meta Description Page Linking Site Linking Topology Paying Attention (Tracking/Changing) Top 5 Critical Elements

  9. 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? Page Title

  10. 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 Long Tail

  11. 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 Search Meta Description

  12. 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 Page Linking

  13. 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 Site Linking Topology

  14. What to track and what to do about it Organic CTR Top 10/50/100 Big improvements are possible Paying Attention

  15. 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”) Important Trends

  16. 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) Opportunity

  17. Any questions?Chris Watson and will be at our table all day tomorrow. • $1 StomperNet • Free IQ New Media PPC Ads on a Long Tail Content Network with no competition Brad FallonCEO, Free IQbradf@bradfallon.comcell/text 404-849-2199

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