Search Introduction 101
Thursday, 30 October 2008
Dominique Hind
http://dominiquehind.wordpress.com

Discussion
Search introduction
Search engine marketing
Measuring search engine marketing
Bringing a campaign to life
Search engine optimisation
Key take outs
Summary

Search introduction

What does a search engine do?
A user perspective
Ask a question, get an answer
A search engine perspective
Find all the answers
Give you the best ones…RANKED
Measure the human interaction with it’s logic
If you are not the answer, someone else is

Paid placements

Natural placements

Searcher strategy
Search is more than just campaign activity, it needs to focus on
all aspects of a client: their products, offerings & brand
SEO SEM
Products
Handsets
Offers
Networks

2008 Market Forecast
Information & Communication Technology sector (ICT’s) is expected to increase
search budgets:
57% of Consumer ICTs to increase their search budget
47% increase it by 10-30%
29% by 30-50%,
6% will increase it more than 90%
43% of Business ICTs to increase their search budget
54% increase it by 10-30%
15% by 30-50%
8% will increase it by more than 90%
Of these extra budgets the planned allocation is as followed:
62% increase search engine keyword budgets
31% increase online directory budgets
28% increase contextual search budgets
16% increase mobile search budgets
Source: Frost & Sullivan (Australian online search study 2008),

Australian paid search market
2004-2009
% of online advertising
400 30%
350
% of online advertising revenues
27%
300 26%
350 25%
250 24%
A$ Million
23% 305
200
22%
150 240
20%
185
100
18%
130
50 70
0 15%
2004 2005 2006 2007 2008 2009
Compound Annual Growth Rate 2005-2009 – 28.1% p.a.
Source: Frost & Sullivan (Australian online search study 2008),

How business approach search?
Campaign activity

How businesses should approach it?
Base line activity
(consistency & presence in market)
Campaign activity

Baseline activity
Keyword bible
Brand terms
(Optus, Fusion)
Generic terms
Campaign 2 (Mobile, Broadband, Fixed Line)
Campaign 3
Campaign 4
Campaign 1
Campaign 5
Campaign

Google’s Golden Triangle
Note: Google Eyetracking study prior to recent updates & the introduction of Google Universal

Google Universal
Note: Google Universal was introduced in late 2007

Google’s Universal Eye Tracker
Note: Google Eyetracking study showing that most people focus on the image before looking at text.

Google’s Universal Eye Tracker
Note: Google Eyetracking study shows the image is the first visual reference and then the eye is directed up to the content above.

Google Flights

Google Teleporting
Note: Also called ‘search in search’, dictated by the site map

Miserable Failure
Note: A great example of search manipulation – creating a word/phrase and content around it.

All segments search on generic terms
Note: All segments, no matter of age or socioeconomic level, search based on generic terms like mobile phone, new car, cricket, etc.

Consumer Activity Online
Telco specific
Attract Engage Transact Retain Grow
Generic Keywords Generic & Product Brand Terms Brand Related Terms
Keywords
(Mobiles, Nokia, (Optus Mobile, (Optus Mobile, My Optus)
Sony Ericsson, Cap (W880i, Skypephone, Optus,
with Low Avg. CPCs, High Avg. CTRs, Low
Plans) N95) Optus.com.au)
Conversion Rates
with High Avg. with High Avg. with Low Avg.
CPCs, Low CTRs, CPCs, Medium Avg. CPCs, High Avg.
Low Conversion CTRs, Medium to CTRs, High
Rates Low Conversion Conversion Rates
Rates
64% learn more about 76% compare prices of 40% purchased/ 31% return to where they purchased a
new telecommunication new telecommunication subscribed to a new telecommunications products for accessories &
products online products online telecommunications product service
after researching it online
Source: MediaScreen Telecommunications Survey. July 2006
Note: The further down the purchase journey consumers go, the more specific their search terms become.

Landing Page Guidelines
SEM (paid) Affiliate (paid) SEO (organic)
Broadband Broadband Broadband
Special deal for visitors What to look for from a Common features
We have a great deal
of X/Y/Z Broadband provider?
for people who want to
Specific copy specific
connect their Call/order now & enjoy an The top 10 things to know copywriters
broadband services exclusive offer when you are looking for
broadband.
Optus can offer you as a visitor Conversion driven
Call now!
of X/Y/Z a 10% extra download Many people have a lot of
package on all broadband questions about choosing the Integrated approach
Or leave your name to go in
services ordered today. best broadband provider. What (1+1=3)
the draw for a free Internet We will also send an email with are the key things to look for?
Security Pack, available information on the Internet Download limits, costs,
exclusively from Optus Security Pack… restrictions. Based on searcher
demand - keywords
Campaign driven Measurable conversion Keyword compliance
Clear conversion Personal approach 1 per red keyword
DM style Funnel by affiliate Leader –guru
Short Provide info content Create trust
SEO not main aim “Exclusive” deal SEO is main aim
Written to sell Written to sell Written to inform
Note: Dependent on your search campaign type, there are different landing pages you should create that cater content to the search origin.

Different types of Search Engines

Shopping Search Engines

Kids Search Engines

News Search Engines

Multimedia Search Engines

Specialty Search Engines
Answers Searching
Computer Search Engines
Domain Searching
Financial Search Engines
Government Search
Invisible Web
Legal Search Engines
Mailing Lists
Medical Search Engines
Newsgroup Search
Science Search Engines
Shopping Search
Travel Search Engines
WAP Search Engines
Other Specialty Services
Source: http://searchenginewatch.com/showPage.html?page=2156351

Search Engine Marketing (SEM)

SEM Methods
There are a few different search engine marketing
methods:
Paid for Performance (P4P)
Contextual placements
Paid Inclusions

P4P Search Listings
P4P is also known as Pay Per Click (PPC) or Cost Per Click
(CPC) search listings.
They appear at the top & right-hand side of the search results.
Benefits
High level of control & security
Low level of click fraud
Highly accountable
Great ROI
Disadvantages
Poor venue for some industries
Not suitable for branding campaigns
Increasingly competitive with inflating CPC’s

Contextual Search
Contextual search takes your search listing beyond the
search engine - & onto sites with matched content.
Benefits
Few…
Disadvantages
Lack of control
Expensive
Most exposed to click-fraud

Paid Inclusion
Paid Inclusion looks similar to P4P. The main operator
within this space is:
Yahoo Search Submit Pro
Search Submit Pro increases your business' exposure
in search results beyond sponsored search.
No keyword bidding required.
Site listings are displayed based on the relevancy of your site
content to search terms.

Yahoo! Search Submit Pro
Paid Optimisation
Source: http://searchmarketing.yahoo.com/srchsb/ssp.php?

Paid Inclusion
Benefits
Access organic traffic immediately
Harvest keywords from content feeds
Often cheaper than P4P
Disadvantages
Can cannibalise organic traffic

Bringing a Campaign to Life

Basic Search Strategy
The key elements in setting up a basic search strategy:
Refine customer goals
Select methods (P4P, PI, SEO)
Keyword Research
Tracking set-up
Rules based bid-management
Creative rotation & optimisation
Landing page strategy
Organic site review & recommendations

What does a campaign look like?
Advertiser Campaigns Ad Groups Keywords Creative
(campaign) (brand, campaign) (copy) (brand, campaign) (test 1, test 2)
Competitors
Travel News
syd
General KWs
lhr
Destinations
Travel Airport Codes gtw
Airport Names jfk
Reward names etc
Rewards
Travel News
programs General terms
Provider
Car Rental Cos
Transport Bus / Train Cos Cheap flight
General terms Discount flights
Hostels
Train to
Accommodation Hotels
Car hire
General terms
Travel guide
Airline names
Airlines
Classes, tickets
Source: Downstream www.downstreamonline.com.au

What is involved in developing a SEM campaign?
landing
keywords bid price ad copy
page
sourcing position headline product specific
categorising CPA kw insertion general
tactics
matching ROI brand integration education
testing volume offer navigation
purging testing call to action relevance
conversion tracking
combine, test and learn
optimal rule implementation
Source: Downstream www.downstreamonline.com.au

Average CPC within the industry
Keyword CPC Searches /day
(Rank 1-3)
Broadband $6 - $9 4,250
Coke Zero $5 2
Home Loans $10 - $16 5,000
Hotel $4 8,500
Skin Care $2 2,000
Used Cars $2.40 1,500
Credit Cards $7 - $15 7,000
Note: Figures are only approximate and from early 2008

Brand Terms: Do you buy your brand name?
Benefits:
1. Integrated Marketing messages
- Tag lines
- Price or offer changes
2. Control over top placement
3. Search Volume grows with brand awareness
Disadvantages:
1. Cost when you have “built” that term eg Nike.
2. Engine doing a good job then you should be the most relevant right?
3. Competitor terms Key Times to Buy:
Strong offline brand campaigns.
New product launch or offering.
While SEO is poor

Search Engine Optimisation (SEO)

Search Engine Optimisation
Definition
The process of choosing targeted keyword phrases related to a site, and
ensuring that the site places well when those keyword phrases are part of
a web search.
www.marketingterms.com
The process has two major components:
“On page” optimisation
site technology & accessibility
site content
“Off page” optimisation
link popularity
link reputation

“On page” optimisation
Site accessibility
Make the site accessible to search engine crawlers
HTML is better than Flash
Multiple files rather than one large file
The absolute minimum:
Robots.txt file
Correct HTML coding
Meta tags with relevant information
“use text” visible information should be in text (html) not embedded in graphics such as .jpg
or flash
Site navigation that the crawler can follow i.e. site map
For dynamic (database driven or Flash sites):
Ensure the URL structure is crawlable by the engine
Have a browse function as well as a search function
Consider static pages for key content (terms)

“On page” optimisation
Site content
Start with researching which terms that you want to get found for.
Build genuinely useful content relevant to someone searching for that topic.
Make that content accessible & readable.
Meta tags
i.e. keyword = car insurance are important but the search engines check for
“visible” text that is relevant, not just the html source code.
Consider offering additional content other than that which is strictly
required to sell your product i.e. mortgage calculator, hotel information &
facilities, whitepaper’s on industry etc.
The more useful your content & the more that consumers appreciate it,
then the more that the search engines will want your site to rank well for
relevant terms.

“Off page” optimisation
In order to provide more relevant results, the search engines
look further than the content of a particular page/site.
Google led the trend, they measured “link popularity”
If lots of other sites have links to a site then the site must have some value to
consumers
The more recent extension of this is “link reputation”
If sites link with a tag that includes terms, then the page is more likely to be
relevant for those terms:
For example, “click here if you want information on car insurance”
Beware artificially boosting link popularity is now being
monitored by the engines & will be penalised.
Use a genuine strategy of contacting relevant sites and request appropriate
reciprocal links.

Best Practice SEO: Design
Several on page elements are taken into
account by Spiders (not limited to):
Page Titles
Meta Description & Keywords
Page Copy (Body Content)
Image Alt Text
Internal Link Anchor Text
File names
Search Friendly Navigation
Site Map
Heading Tags
A clearly distinguishable site architecture &
navigation structure can help with inclusion &
improving rankings.

Best Practice SEO: Content
Content is King!
The Internet is mainly a source of information & that is what search engines look
for. So the more content the better.
Consider how people would find information
By brand
By product capability
By Issue
Develop content around the selected keywords
(Or Augment the existing content to cover target terms)
Fresh content is favored by search engines
Blogs, Press Releases, community areas

Keyword in title
Keyword in directory
Content tab
Keyword in H1
Keyword body spread
Hyperlinked text
Keyword meta tags

Measuring Search

Tracking Paid Search
What to look for from the Media Company?
From Search Tool:
actual term clicked
click count audit (click fraud filter)
Site side conversion event (count, dollar value, id)
Search portal (ninemsn or Yahoo?)
What does this tell you?
The conversion rate of the term, creative & landing page
The ROI on the term, group of terms, Search Engine or campaign
Audit trail to check search engine costs
What can you do?
Optimise bids, creative & buy type
Compare Search Engines
Which will lead to improved ROI from search

Tracking Search
What to look for with organic listings?
No data from Search Engines (in most cases)
All tracking is site side (log files) or SEO tags
Manual log file tracking ok for very low traffic sites
80%+ of the time a tracking tool will capture:
Search portal
Search term that led to the visit.

Tracking Paid Search
What is the end result of this tracking?
Useful & meaningful reports
Campaign strategies can be informed by the data &
optimisation strategies implemented
Bid management can be automated for so that the ROI
of individual terms can be maximised

Closing thoughts

Ego search
Note: Blogs and social networks appear higher than other sites because they have been optimised during build.

Things to remember
Google doesn’t automatically reference offline patents, TM or R
brands online.
All clients must registered their TM & R status with Google if they want to
exclusively own the terms.
Ask you clients if they have done this?

Register your trademark

Submit your site

Quick Exercise

IAG Unworry Exercise

Homework
Pick one of our clients
Think about 5 keywords that might be important to them
Go to Google, yahoo! & Sensis & do a search on all five words
Note where our client appears on the blog & any observations
about competitors or the client’s search engine activity
Paid vs natural
Brand vs keyword
Ask your clients if they have registered their company
details with Google.

Questions

Five key Search take outs
1. Constant
Search isn’t just a campaign, it must be on 100%
2. Nurture
Search must be nurtured, whether it is paid or organic
3. Integration
Search must be integrated into campaigns. Only 2% of people remember
URLs shown in TVCs or other activity.
4. Optimisation
Search can be optimised real-time, campaigns can be tested & learnings
taken out immediately
5. Measurement
What does success look like? What were the take outs from the
campaign (ATL elements)?

Thank you!
Dominique Hind
Email: dominiquehind@gmail.com
Blog: http://dominiquehind.wordpress.com