module ii overview

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


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…


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


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


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


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


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

http://inventory.overture.com/d/searchinventory/suggestion/

https://adwords.google.com/select/KeywordToolExternal




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


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


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

http://www.bestbuy.com/

http://www.bestbuy.com/


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

http://www.digitalpoint.com/tools/keywords


2.2: 2.2: Your RankingYour Ranking Your RankingYour Ranking


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


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


Task 3: Task 3: Calculate Your OpportunitiesCalculate Your Opportunities Keyword DemandKeyword Demand

Missed opportunitiesMissed opportunities

Future trafficFuture traffic

Future revenueFuture revenue


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]


3.2: Missed Opportunity3.2: Missed Opportunity Missed Opportunity MatrixMissed Opportunity Matrix


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


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


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


3.3: Future Traffic 3.3: Future Traffic Putting things together:Putting things together:


3.4: Future Revenue 3.4: Future Revenue We have the future visit number (traffic)We have the future visit number (traffic)

We need?


Summary Summary

module ii overview

Documents

landing page landing

current sitelanding

target areachoosing

target arearemember

target areatask

web site visitors

sem campaign

site analysishow good