TheLatestTrendsinInternetMarketing2007PanelistIntroductions•AndyKing,founder,WebsiteOptimization&author“SpeedUpYourSite”•DanielO'Neil,Alchemist&LeadAnalyst,PureVisibility•AbbeyBeardslee,SalePlanner,MySpace.com/FOXInteractiveSearchEngineMarketingTrends-TheShifttoSEOAndyKingwebsiteoptimization.comSEMtonearlydoubleby2011•••••WhymoreSEM?AdvertisingbudgetsshiftingtoNetPPCpricesrising(Googleauto-pilot)MoremeasurablemetricsTV,radio,newspapers,yellowpagesdownMorecompaniesenteringthemarketShiftfromofflinetoonlinemarketingShiftfromTraditionaltoNewMediaShiftfromPPCtoSEO•PPC/SEOfrom2.4to1.1from2007to2012•PPCcostsrising–~6times$1+keywordsinJan.2007vs.Jan.2006–AveCPKrose33%eachmonthinQ12006–AveCPCrose55%/monthJan.2006toJan.2007DoubleClick,“DoubleClickPerformics50–SearchTrendReportQ12007,”(NewYork:DoubleClickInc.,June2007),1,http://www.doubleclick.com/insight/research(Nov.17,2007).PPCCostsRisingOverTime“DoubleClickPerformics,“Q12007SearchTrendsReport,”(DoubleClick,2007),2.http://www.doubleclick.com/insight/pdfs/DoubleclickPerformics50_Q1_2007.pdf.•••••HowtoboostROI?MakeadspendmoreefficientOptimizePPCcampaignsLongtermSEOequaltoPPC(trend)OptimizeeverythingwithwebmetricsOptimizeconversionrates–Websiteoptimizer(Google)–A/B/Csplittesting–Test,try,andretestSearchROIvs.OtherTacticsMeasuringMetrics•43%ofmarketersdon’t/can’taccuratelymeasureROIfromSEO(Jupitermedia,2007)•Only6-15%ofcompaniesarefullyintegrated(eMarketer,2007)•Basicmetricsmostused(traffic,impressions)WebMetricsIntegration••••••MeasuringSEMFirmsAmountofWebTraffic(58%)Totalsales(50%)ROIfromsearchmarketing(49%)Searchengineranking(48%)Numberofclicks(43%)Returnonadvertisingspend(42%)JupiterResearchSEMExecutiveSurvey,2/07MeasuringMetaTagUsageMetatagtrends•Keywords(34.2%)description(31.8%)usedmost•Title,metadataTitle,Subject,andDescriptionfieldsmostimportantforSEOrankings•7.4%useDublincore,lesseffectiveforSEO•Only1.7%usemetadataTitle,yetimpactsSEOZhang,J.,andI.Jastram,“Astudyofthemetad...
