- Natural: Establish/influence market associations by how people go about
oWeb site page SEO Optimization (minimal overall effect but a requirement)
oSubmit all content (like U-tube, site articles', blog posts, key site landing pages) to each's search engine “type” (Google video, news & groups, blog/technorati/social-networking (~70) and top 5 search engines/directories) respectively.
oEndorsement / Influence marketing:A reference from a celebrity's website (or on their personal blog) is VERY powerful (note this is a form of affilate marketing)
oRSS Feeds (relationship update anonymously)
§Then server-side ‘publishing’ directly to the user’s browser
-Tracking/monitoring of user group types, new keys, etc.
-Everything is based on minimizing risk, using either current proven custom strategies, or clear identification of subcultures and new order marketing technologies.
Establishing Action or more permanent association:
Main market message
Focus:to establish relationship, with targeted actions - call, callback, email, take-away, education, etc.
Web 2.0
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Other thoughts to I keep in mind:
I see (az?) us as similar to a cross between:
oInfluencing the leader of a industry thread or gaming "guild" (alliance, group, link-shell depending on the game or social network) or Celebrity MySpace site... or discussion group to start an opinion on something...
oThe early radio operators, many amateurs in some ways, delivering news at the war front
oThe Ipod marketer, cleverly inserting an amusing story that is very entertaining and consistent with the music genre and creates the reference of the idea with it's sponsor vs. presenting an obnoxious advertisement
If you think this one is good, wait till you see the next post...... Unbridled marketing power merging 1974 thru today's interfaces to..... deliver hundreds per hour.... to thousands in a few days .... spawning micro-centers of interactive discussion on almost any topic... with no rejections. And because it targets so correctly, based on getting others with similar needs to respond, that it is actually favored and never rejected...... no more on this idea till the next post.
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100% Custom Mass Landing Page 'Generator':
That's right.... you heard it first here! I've been developing 2 - level Custom Landing pages, optimally SEO'ed in the HTML-meta tags correctly, each keyword and Prime keyword rich, and matched to be 100% consistent one to one .... to a specific Keyword AD Group (Adwords or Panama)... since 4th quarter, 2002..... BUT, it was never till merging it with a multi-tiered publishing database that I used to produce free city marketing business directories (2003 - mthoodinfo,com prior to the domain acquisition of it by our local Chamber)... that it became ....
Capable of delivering hundreds of 100% custom landing pages, each optimized for a single AD Group
It is critically important today, especially after Yahoo's announcement of the transition from Overture to Panama, to:
Improve a PPC AD's positioning 2-4 places w/ no additional costs (both)
Lower PPC AD's applied CPC (cost per click) on average 25-50%+ (AW)
Improve acceptance, relevancy and with less reviews (both)
Improved landing duration and propensity to purchase
These are enhanced with 2 uses of XML extraction and feed technologies:
Dynamic data extracted live from any URL whose source can be read, and re-rendered dynamically in the browser memory - allowing any set of pages to become the king of their focused content (all dynamic - no 3rd party data on your server)
RSS Feeds from site-related, industry similar, or even totally external sources, that serve as publication feeds for visitors to the latest updates of that focused information stream. In layman's definition for RSS Feeds - These are Cool updates, delivered as the updates happen (apparently), published directly to their brower (no loading) like a bookmark.... Anonymous, trackable (see RapidFeeds) and a definite publication with an active following... this is 100% more popular than a newsletter signup, but in publication architecture, it acts similar to a Newsletter.
In a recent engagement, on one day, we initiated in excess of 400 custom landing pages, and that program currently runs with ~1000 custom pages matching to PPC ADs. In addition to leveraged lower CPC costs (Allowing you to bid very high with 25-50%+ reduction in applied costs - Adwords), it speeds AD acceptance initially and helps to improve the PPC Ads position in the sponsored search results... on averge 2-5 positions (and with Google, ADs are often promoted to top center relevancy ads).... ooo baby.
Only qualified prospects who contact me directly will get all the details at this point. I'm promoting this externally, but for the time being.... if you read this and are interested... please contact me directly.... see my data on my site... www.ebizguru.netfirms.com
Till the next post..... (and that one is sizzling HOT!)
IvesTech Search Engineering - Why it Used to works - w/me at the Helm !
... till Ivestech dishonored their contract, cancelled backpay and in so doing committed a felony as well as losing license to my Intellectual Capital... update 3-27-2007
My Search Engineering
The analysis and service that we do in the beginning with accounts is designed to give accounts an idea of the extensive focus we provide for them.
It's an indepth scan of their market (and changes), the mainstream 'keys' and marketing 'incidences' by which a prospect finds their site, even if that is via articles written about their radio announcements. On the other hand, it shows affiliate marketing, newsletter marketing, PPC activity, references to external marketing from radio, TV and much more.
It goes further with detailed competitive profiles showing each company's strategy, and typically includes in the marketing, competitive acquisition of each competitors paid keywords and their complete sponsor ad text. We also go after trade-marking like 'Hillsboro Hyundai'... for any dealer with Hyundai's in Hillsboro'... or more direct and clever.
In addition to (1) trade-marking, (2) Competitive ad profiling, we also leverage (3) extensive 'Longtail' marketing - the bits and pieces that today often ad up to more than the leaders (less of more) - the emerging real markets of 2007 and beyond.
The foundation of what we do is to not only pinpoint the market, but significantly lower costs, improve ad placement (center vs. side), and most importantly, amplify conversion into multiple channels of response (and publication) at your website.
Landing pages for the majority of ads that lower costs and improve reception
Matching ads sponsor-to-landing page to improve conversion
Dynamic industry/need content (in addition to your own)
Valuable RSS information 'feeds' - The lastest Updates - this is a business almost in itself - 2nd sydication channel)
Thus our diffentiators are that:
We are not only more aggressive and pin-pointed in finding the best proven and relevant keys (currently under the 80/20 rule) competitively, that includes leveraging longtail marketing.... but
ALL the things we do (landing pages, feeds, dynamic content, tracking) to insure better reception/conversion/fulfillment/feed on the first visit and 'dynamically' get the prospect to revisit for follow-on sales.
My General Market Proposal
For these services that are proven to be more effective and the secondary syndication (revisits), it is a service that is easily worth $Xk a month to manage bw. Y-ZK/mo worth of PPC spend. Even if that doubles the apparent PPC cost, the difference in initial conversion rate (ex: did you know that.....?) and the effective total conversions (from revisits stimulated from the sydicated publication of new feed items directly to the prospect's browser).... is easily a great deal.
To help get the client started, and show our committment, we offer the service component to building this strategy, based on a 50% discounted rate for a short test period (say 3 months), that includes a 'performance' bonus based on either discretion of the customer (or some target, say 75% of the estimates, adjusted for localization) targeted to be the other 50% of our standard service charge. We 'expect' our customers to offer more for exceptional performance.
Compared to a retainer and a monthly percentage of the PPC spend (that does little to provide incentive to seek the most cost effective spend), this proposal offers minimal risk (pin-point targeting and better conversion) and significant incentive for IvesTech Search Engineering to promote the max. cost effective visibility combined with the best conversion rates, driven by our attempts to deliver exceptional results!
Search Engine Optimization - Natural Search:
The same analysis reveals the strategy to achieve long term, the most prominent strategy in natural search.
For SEO On-Page optimization, it shows which keys and spread (Count, priority and proximity of keys on a page) are needed for each of the major search engines
For SEO inbound links, it identifies the most influential and meaningful links on competitor sites to target (with better and more relevant) influencing better links to your site. That's why you typically implement SEO after SEM activities (as you not only get more immediate response with PPC, but you also need to build the relevant content as linkbait to get more important sites to link to you.
The Future of Marketing in America, PPC markets, and localization:
The Future of Marketing in America, PPC markets, and localization:
The future of search Engineering and marketing continues to evolve primarily as:
1)Web Search engines learn to integrate 'relevant' feeds of Directory, News, Groups, etc. and relevant promotion (for each feed type) into our everyday search results and categorization of information(this is one to think about)..
2)Information indexing, literally the 'meaning' (or most relevant relationship of words to links) becomes 're-constructed' by search authorities based on relationships of ranked inbound linking (the metaphor is similar to the 20 bloggers who got Google to accept the keyword relation of "miserable failure" with George Bush's resume URL at the whitehouse website)... to influence the current relevant meanings of words to something on the Internet ...
3)Valuable, popular and Constantly updated feeds provide website 'stickiness' (branding, latest specials, highly focused content), improving conversion ratios, as well as influencing search engines ranking, and inter-linking attractiveness (again influencing rank)
-Google considers Blogs as websites, and blog / rss search engines scan your site and update their indexes as well as rss subscriber notifications in minutes vs. getting a submitted URL indexed at Google/DMOZ.
-Blogs and RSS feeds represent current information that is being regularly updated.As such it can be highly relevant.The 'blogosphere is 60X as great today as just three years ago.Blog daily updates are common, vs. average 1-2 mo. website updates.
4)Google continues to drive thought leadership in promoting relevancy and meaningful links (creating meaning - keys - for links) promotes the most relevant search results.
-The other major search engines are following Google's lead in inbound linking, applying some type of 'ranking' by relevancy strength - realizing that it does indeed support better searches
-For PPC marketing, this means additional SEO and copy writing skills are needed, as Adwords-based landing pages require more consistency, topic relevant, stronger copy writing for landing pages vs. short PPC ads and SEO skills, that translate to higher clickthru, visitor reception, and better potential for conversion.
5)New technologies drive additional meaningfulness and value based on improving 'relevancy' even more:
-Localization in PPC promises targeted reception of visitors limited by the geographic presence - This means that Internet advertising can now be very cost effective for any business that gets all their prospects and customers in specific local geographic areas.
-Localization in SEO terms is more about tailoring target site with a localized flavor in addition to it's target keywords, so searches extended with localized city, state, or regional keywords, are optimized for those pages.Top industry and localized ranked site also often get top search results positioning.
Setting Up An Effective PPC Campaign - Bullet Points:
1)Getting the "right keywords" and "right keyword filled messages" to "active, highly targeted, popular or nich'ed search requests" OR relevant content promotions vehicles:
- This planning and periodic review entails standard keyword popularity and pricing analysis, market keyword and associative-pairing of ongoing search engine monitoring (and back-end search engine reporting systems), along with competitive matching (to see you found how the market finds you and your 'brand' competitors)
2)DEEP competitive analysis of your competitors’ SEO on-page strategies for multiple landing pages (key pairs and densities/proximities) as well as the complete DETAIL of EVERY PPC AD keywords, PPC AD Text, TARGET landing page and competitive PPC costs - per AD placement and traffic-Total_Costs:
- The detailed keyword competitive analysis along with a detailed backlink analysis by rank, exposes the competitive SEO strategy, and well as often providing clues to yet untapped keyword markets.
- The PPC competitive data not only helps write better competitive ads, but in combination with matching for specific traffic 'spikes' (related to keyword-influenced traffic from search engines AND other referred - redirected traffic), it shows both the most influential and competitive niche markets
3)Full leverage of PPC localization and filtering:
- Localization in PPC offer to limit market reception to tight geographic visitor targeting, resulting low cost ad fees, with localized relevant reception
- Filtering out query extensions to not show ad also for visitors offering no value - ex: 'free' or crack, sex, etc.
- Filtering may address PPC fraud protection.
4)Well coordinated AD-to-landing-pages processes and compliance, with enticing conversions, and other properly managed fulfillment:
- Matching sponsored ad to landing page text
- SEO optimized landing pages
- Lower costs and intial PPC bids
- Action fulfillment as phone numbers should be different to separate identification of marketing programs leads
- Detailed tracking of visitor experience to influencing source for marketing and costs
5)A well managed strategy and on-going managed service process:
- Whereas with Yahoo SEM, the best semi-automated positioning may be to support 'bid jamming' in 2nd place, Google Adwords' multi-page sidebars responses in positions 4-7, by clickthru rating and applied cost breaks, may be more favorable than jockeying for positions 1-3 (old metaphor)
- Sometimes, for example resulting from high clickthru and relevancy, a very high initial competitive bid pays only a fraction of that rate.
- Constant searches, reviews for new, emerging, spot, seasonal changes in market keyword search activity as well as aggressive ongoing competitive traffic analysis.
Disclaimer:It should be noted that although PPC marketing works for virtually every market, there are some very dynamic markets like real estate where virtually all ‘search-referred’ traffic is SEM (PPC) based today (and where newspaper ads are virtually dead)
Smart Search Engineering uses deep market & competitive intelligence, blogs, RSS and other search influencing in selectively engineering search response pages, web advertising, and landing page campaigns, that increases traffic and e-business... (in terms of 'SMART' web sales, off-line sales, leads, market awareness, entertainment, information, or persuasion goals).
technorati tags: Search_Engineering, , SEO, , PPC, , Advertising, marketing, NewsLetter, Affiliate, Blogs, , Groups, Web2.0
