Learn the tried and true best practices SEO, SEM, PPC and the analytics used to measure success. This session will take the sometimes wild and wooly world of Search and put it into plain simple terms with the case studies to prove the ROI potential for all of us if willing to do it right.

1. Search Engine Marketing Online Marketing Summit 2009 Kevin Lee, Chairman & CEO, Didit

2. Didit transforms businesses through digital media technology and strategy in search engine marketing and targeted digital advertising. Performance Trust Account (PTA): $25-100K guarantee. We don’t do SEO, we have mastered auction media & run PowerProfiles.com a D&B partnership. 2007 2007 & 2008

3. What do you want to learn? I've taught classes in SEO / Paid Search that take 14 hours to complete. Some SEM conferences cover this topic in four days with four tracks. Clearly we can get very specific or cover some of the more general best practices. That all depends on you. What do you want to learn?

4. Top Position Organic or Paid, top position is required for high volume search visitors and high visibility.

6. Branding and Search SEMPO survey says branding is an objective.

7. Branding and Search Yet brand lift was rarely a measured metric.

8. Google measured brand lift 4-days later Yet brand lift was rarely a measured metric.

9. Branding and Metrics

12. Google, Yahoo, MSFT’s Mission The search engines number one priority is relevance, particularly Google. Keep your hand up if you truly believe that you are the most relevant of all possible results for your Boss’ keywords? There lies the SEO quandary. The search engines have a direct interest in making sure you are NOT at the top unless you belong there . Can you give yourself a little edge when your competition does an inferior job at SEO, yes…

13. SEO is not a game Organic search results appear based on a search engine spider (crawler or robot) visiting your site. Alternatively, your site may be included in the results partially based on the fact that a human-run directory has listed your site. It takes work on your part to make sure your site is “search engine friendly.” That is organic SEO. If you belong in the results for a search, then getting there is an SEO challenge. If you don’t belong in the results no amount of energy can get you there permanently. The engines police against irrelevance and reward relevance.

15. SEO Success Depends On: A) How many other sites are seeking to get organic or paid traffic on a similar keyword set and content B) How many sites have similar (or identical) content with better “reputations” C) Magnitude of resources (human capital, PR and other capital) which those sites are putting into organic SEO D) Your level of SEO investment and execution E) Changes in the engine algorithms that favor one site type over another F) Whether your supporter assets can be fully leveraged.

17. If you are the most relevant and not there: Fix what’s wrong. What do search engine spiders do? 1. Find good content 2. Identify that content and separate it from extraneous information 3. Grade the content for clarity 4. Extract the essence of the content 5. Assign the content a source reputation score 6. Understand the context of that content 7. Assign communities, explore interrelationships 8. Catalog the URL of the content 9. Keep the content information fresh (re-spider)

18. Google Webmaster Central Most of what you need to know about SEO is available at Google’s Webmaster page: How can I improve my site's ranking? Sites' positions in our search results are determined based on a number of factors designed to provide end-users with helpful, accurate search results. These factors are explained in more detail at http://www.google.com/technology/ In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages. For more information about improving your site's visibility in the Google search results, we recommend reviewing our webmaster guidelines. They outline core concepts for maintaining a Google-friendly website.

19. The Google Toolbar for SEO SEO practitioners rely on more than just Google Webmaster Central. We love the Google Toolbar: Toolbar Shows PageRank plus more useful SEO info: Sites' Back-links Cache

20. Readability of Content by Search Engines Search Engine spiders can’t see everything on your web site the way a human visitor to the site can. Search engines can only read/interpret text. Text must be in spider-friendly readable formats: 1. HTML (file extension doesn’t matter), names of elements embedded in HTML + Alt Tags 2. PDFs (properly formatted) 3. Word documents 4. PowerPoint files 5. text files / RTF files / CSV files 8. a few other selected file types.

23. Inverted Pyramid Style for Copy How many people have written a press release or a journalistic story? Writing for publication in newspapers or magazines or for press releases uses a a concept called the inverted pyramid style. Start with the meatiest part of the story, even the story’s conclusion, and then support that conclusion or the essence of the story with more facts or emotional copy. Each page of your site has a concept that describes that page, as well as how that page fits into your site. Keep that core concept in mind when writing the copy for the page.

24. The Content Management System (CMS) Many of you don’t have control over your CMS. You work with a web vendor and that’s what you get. Consider a blog like the free Wordpress software if you can’t make your CMS Spider Friendly. No Javascript, Flash or pull-down form navigation unless mirrored in text Navigational Breadcrumbs and Sitemap links Text link navigation Good URL formation - No Session IDs Unique Title Tags, Some Other Meta Control

25. The Almighty Anchor tag Search engine spiders have moved toward weighing external variables when determining relevance. The most important concepts to understand are. Links from trusted, reputable sites will generally improve ranking (Yahoo, DMOZ.org) An anchor link is one that includes the keyword or phrase as the underlined portion. Most engines consider the words or concepts in anchors when determining relevance. It’s quantity but more importantly quality of links

31. Pareto (80/20)

32. Audiences, Not Clicks Who are the audiences? What do they respond to? Are there audience members you don’t want? Can you rescue a poorly performing segment?

33. Geotargeting

34. - Average conversion rate: 1.5% - New York City conversion rate: 2.1% -> You can bid over 25% more for NYC. Geotargeting: Conversion Rate

35. Geotargeting: higher spenders New York shopping cart: $178 Average shopping cart: $122 -> you can bid more for NYC.

36. Dayparting

37. Demographic Targeting 65 + 0 - 5

38. The POWER SEGMENT: the Perfect Storm

39. Predicted Lead Quality

40. Post-click behaviors

41. Evaluation, analysis and testing

42. Data-driven click modeling Predictive… or Reactive