Fall 2006 Davison/Lin
PLANNING: Things to Know
BEFORE You Start…
CSE 197/BIS 197: Search Engine Strategies 7-1
SEM Proposal
How to sell it?
Strategic Planning
How to do it?
Measure SEM performance
How good is my search?
Site Analysis
How good is my site?
Goal Analysis
Why SEM?
Module II Overview
You are trying to attract customers to “buy”
You are competing with other companies for “business”
−
−
−
−
CSE 197/BIS 197: Search Engine Strategies 7-2
Current Market analysis: size, major players, market
share…
Product differentiation: what makes your product so
unique?
Entering a new market: key considerations
You are “selling” your web sites
−
Launching a SEM campaign is similar to entering a
new market
Fall 2006 Davison/Lin
Measure Your Search Opportunity
Current Market analysis
Calculate your opportunity
−
CSE 197/BIS 197: Search Engine Strategies 7-3
Target your campaign (Product differentiation): what makes
your site so unique?
−
−
Launching a SEM campaign: key considerations
Fall 2006 Davison/Lin
Measure Your Search Opportunity
Measurement
Simple
Practical
−
−
−
Selection Tools
Selection Process
−
−
Choose your target keyword
Profile
−
Choose your target area
Fall 2006 Davison/Lin
CSE 197/BIS 197: Search Engine Strategies 7-4
Task 1: Target Your Campaign
The search result can only start with one area
−
−
Goal defines your target area
CSE 197/BIS 197: Search Engine Strategies 7-5
Different purposes / business models
−
Rule #1: Remember your goal
Different pages
−
Remember, you have a web site!
Fall 2006 Davison/Lin
Task 1.1: Choose Target Area
Measurable business impact
Simple… to measure and to operationalize
Practical… to manage
−
−
−
CSE 197/BIS 197: Search Engine Strategies 7-6
High profile
−
Choosing the right area:
Fall 2006 Davison/Lin
Task 1.1: Choose Target Area
Drop irrelevant keywords
Beware: the most popular keyword!
Beware: your brand!
Focus on the “niche”: medium-popularity keywords with sufficient traffic
−
−
−
−
CSE 197/BIS 197: Search Engine Strategies 7-7
Drop competitors’ keywords
−
Step 3: “Market” analysis
Fall 2006 Davison/Lin
Google AdWords keyword tool
−
Step 2: Use keyword selection tools to find the stats.
Yahoo (overture) Keyword selection tool
Step 1: Find an intuitive keyword to start
−
Will cover details in Chapter 11, we focus on the basics for now
Task 1.2: Choose Target Keyword
−
−
−
−
CSE 197/BIS 197: Search Engine Strategies 7-8
Generic name: ? Ranking, ? traffic
Come up with seven to ten phrases
your brand name and a generic category name should
be there
Brand name: ? ranking, ? Traffic
General Strategy
Fall 2006 Davison/Lin
Task 1.2: Choose Target Keyword
−
−
−
−
What is your landing page?
Is your landing page indexed?
Your traffic
Your ranking
Competitor ranking
Landing page analysis
CSE 197/BIS 197: Search Engine Strategies 7-9
Measure current performance
Fall 2006 Davison/Lin
Task 2: Assess Your Current Situation
Banner ad landing page is more dynamic
Designed to reinforce the searcher's intent
Very important for site lock-in
−
CSE 197/BIS 197: Search Engine Strategies 7-10
Most important: make sure the content matches and reinforces
the link description
Landing page design
−
−
−
Landing Page: the place on your Web site visitors will go
when they click a particular banner ad / link
Fall 2006 Davison/Lin
2.1: Landing Page
Might reveal problems with your current site
indexed
Use special inclusion operators to see if your page is
−
−
CSE 197/BIS 197: Search Engine Strategies 7-11
87% of the searchers click on a top-ten link
60% of them click on organic links
www.digitalpoint.com/tools/keywords
appearing in the top ten of organic results is clearly the
place to be
Landing Page: rank?
−
−
Landing Page: indexed?
Fall 2006 Davison/Lin
2.1: Landing Page
Your Ranking
Fall 2006 Davison/Lin
CSE 197/BIS 197: Search Engine Strategies 7-12
2.2: Your Ranking
−
−
CSE 197/BIS 197: Search Engine Strategies 7-13
Every page that you get into the top ten pushes your competition
down further
Where are your competitors?
Competitor Ranking
Fall 2006 Davison/Lin
2.3: Competitor Ranking
−
http://www.google.com/search?
sourceid=navclient&ie=
UTF-8&oe=UTF-8&q=digital+camera
CSE 197/BIS 197: Search Engine Strategies 7-14
What keyword do they use to find you?
How many people visit your web site?
How many are referred from search engine sites?
Web log:
−
−
−
Your traffic
Fall 2006 Davison/Lin
2.4: Your Traffic
Missed opportunities
Future traffic
Future revenue
Fall 2006 Davison/Lin
Keyword Demand
CSE 197/BIS 197: Search Engine Strategies 7-15
Task 3: Calculate Your Opportunities
CSE 197/BIS 197: Search Engine Strategies 7-16
Multiplying the Yahoo! total by 2.2 yields a relatively accurate
number of total worldwide searches in the major search engines
[ch. 11]
Keyword Demand: The number of searches for any
particular query
Fall 2006 Davison/Lin
3.1: Keyword Demand
Missed Opportunity Matrix
Fall 2006 Davison/Lin
CSE 197/BIS 197: Search Engine Strategies 7-17
3.2: Missed Opportunity
60% of the clicks are organic
Searchers click 1.8 to 2.8 links
−
−
−
CSE 197/BIS 197: Search Engine Strategies 7-18
What about paid placement? 5% is normal
For every 100 searches, about ? Clicks on the first page
48% searchers click on links on the first page
−
Number crunching
that can be achieved after a successful first search marketing
campaign
Key question: how to estimate the reasonable number of clicks
Fall 2006 Davison/Lin
3.3: Future Traffic
−
Add in a distribution assumption
CSE 197/BIS 197: Search Engine Strategies 7-19
For every 100 searches, about 52 Clicks on the first page
Fall 2006 Davison/Lin
3.3: Future Traffic
−
Add in a distribution assumption
CSE 197/BIS 197: Search Engine Strategies 7-20
For every 100 searches, about 52 Clicks on the first page
Fall 2006 Davison/Lin
3.3: Future Traffic
−
How likely: projected-rankings matrix
CSE 197/BIS 197: Search Engine Strategies 7-21
Now we know the click-through rate if we are top-10
Fall 2006 Davison/Lin
3.3: Future Traffic
Putting things together:
Fall 2006 Davison/Lin
CSE 197/BIS 197: Search Engine Strategies 7-22
3.3: Future Traffic
−
We need?
CSE 197/BIS 197: Search Engine Strategies 7-23
We have the future visit number (traffic)
Fall 2006 Davison/Lin
3.4: Future Revenue
Fall 2006 Davison/Lin
CSE 197/BIS 197: Search Engine Strategies 7-24
Summary