Search Engine Marketing 101 June 20, 2006 Presented By:

© 2006 Out of Bounds, All Rights Reserved 2 Agenda for Today Housekeeping Main Components of SEM SEO Basics Paid Search Basics Data Feeds SEM Research/Analysis

© 2006 Out of Bounds, All Rights Reserved 3 Housekeeping Hold your questions until end Phones are muted Q/A window Exec. Briefing doc download Technical Support

© 2006 Out of Bounds, All Rights Reserved 4 Components of SEM Search Engine Optimization (SEO) Paid Search Advertising (PPC) Data Feed Search Marketing SEM Research AnalyticsPPC Data Feed SEO SEM Research

© 2006 Out of Bounds, All Rights Reserved 5 What is SEO? Information Architecture Marketing Communications

© 2006 Out of Bounds, All Rights Reserved 6 SEO Factors SEO Query Dependent Factors Text on pageMeta contentPage Title Query Independent Factors (a) Inbound LinksPage Authority Site Hierarchy Architecture (a) Moran/Hunt

© 2006 Out of Bounds, All Rights Reserved 7 SEO Planning Steps Keyword Research Audit Current Site Assess Content Design Linking Strategy

© 2006 Out of Bounds, All Rights Reserved 8 SEO Execution Steps Re-organize site architecture Optimize Landing Pages Linking campaign Launch Analytics

© 2006 Out of Bounds, All Rights Reserved 9 Link Building Your Site Link BaitDirectory Listings Online PR Partners/ Vendors BlogsAffiliates Content Distribution

© 2006 Out of Bounds, All Rights Reserved 10 SEO Summary Query Independent Factors (off page) Query Dependent factors (on page) Advanced linking tactics Its a long term investment

© 2006 Out of Bounds, All Rights Reserved 11 Components of SEM Search Engine Optimization (SEO) Paid Search Advertising (PPC) Data Feed Search Marketing SEM Research AnalyticsPPC Data Feed SEO SEM Research

© 2006 Out of Bounds, All Rights Reserved 12 Changing PPC Landscape Data management challenge 2 nd tier PPC engines Challenges of varied targeting approaches –MSN demos, lifestyle –Geotargeting –Local targeting –Day/time parting

© 2006 Out of Bounds, All Rights Reserved 13 PPC Optimization Levers Short vs. Long Term Campaign structure Text ads Landing Pages Keyword research matching options Bidding

© 2006 Out of Bounds, All Rights Reserved 14 Google Campaign Structure Campaign #1 Ad Group #1 Ad #1Ad #2 Ad Group #2 Ad #1 Ad Group #2 Ad #1Ad #2 Budgeting Geo-Targeting Time/Day Parting Keyword Relevance

© 2006 Out of Bounds, All Rights Reserved 15 PPC Text Ads SEO your text ads Unique Call to Action A/B Testing Landing Page testing Competitive Analysis

© 2006 Out of Bounds, All Rights Reserved 16 Bidding/Budgeting and Keyword Matching Bidding tactics –Jamming –Gap Surfing –Max Bid –Time based rules –Automated tools Matching Options Google: –Broad –Phrase –Exact –Negative Yahoo: –Standard –Advanced

© 2006 Out of Bounds, All Rights Reserved 17 PPC Competition

© 2006 Out of Bounds, All Rights Reserved 18 Bid Landscape

© 2006 Out of Bounds, All Rights Reserved 19 PPC Summary Changing PPC landscape Optimization levers Campaign Structure Text Ads Bidding Keyword matching

© 2006 Out of Bounds, All Rights Reserved 20 Components of SEM Search Engine Optimization (SEO) Paid Search Advertising (PPC) Data Feed Search Marketing SEM Research AnalyticsPPC Data Feed SEO SEM Research

© 2006 Out of Bounds, All Rights Reserved 21 Data Feeds – What? Yahoo Search Submit Google Site Maps Shopping.com Froogle.com Yahoo shopping Amazon.com Affiliate sites

© 2006 Out of Bounds, All Rights Reserved 22 Components of SEM Search Engine Optimization (SEO) Paid Search Advertising (PPC) Data Feed Search Marketing SEM Research AnalyticsPPC Data Feed SEO SEM Research

© 2006 Out of Bounds, All Rights Reserved 23 SEM Research Tools Keyword Research: –wordtracker –Keyword discovery – –Google sets –Thesaurus.com –A spreadsheet with concatentate Link research: –Link Harvester tool –Optilink –Custom API tools Spidering tools –Xenu –Poodle Competitive Research: –GoLexa –URL trends –AdGooRoo –Custom API tools

© 2006 Out of Bounds, All Rights Reserved 24 Questions? Jay Wilner