How to launch a successful search engine marketing Campaign

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With the search industry and the increasingly mature network market, search engine marketing environment every moment of change. The changes that have taken place in the past six months are only the tip of the iceberg, because new technologies and innovative ways of building on the past have changed the way we search for information through search engines and the way that search engines transmit that information. For marketers and advertisers who are still stuck in traditional print and broadcast media, change is slow, usually after a long period of decision and a plan for activities. However, the changes on the Web are fast, and search algorithms, billing standards, service standards, and results lists can change overnight. Rapid change in the search engine advertisers have a lot of planning problems, but also for search engine marketers, especially those who are running the current activities of the marketing staff brought many problems.

"A plan that does not allow change is not a good plan. "――publilius Syrus ( -100BC)

Most readers may remember the day last November 16, when Google Florida updated. In less than 48 hours, Google's search results were completely changed, and millions of sites that once stood out from the Google list disappeared. Two months later, Google has once again made a significant overhaul of its search algorithms, bringing more change and confusion to many sites. Last week, Yahoo announced the integration of paid collection and Pay-per-click Programs to continue manufacturing publicity in the SEM world. Immediately after ask. com announced its acquisition of the once popular search engine excite. Today's Yahoo! Make full use of the map and search results, opened the local search function. Some time soon, MSN will launch its own search engine tools. In short, changes are ongoing, and it is hard for anyone or even a search engine professional marketer to follow these changes. If you are planning a six-month marketing campaign or explaining the impact of these changes, but well-designed plans often go awry, it is important to work out detailed plans and goals for the search engine rankings activities. The following is a simple planning process for reference only.

"If everything is certain, then the change is taken for granted." The world we plan today will not be the same tomorrow. "--" qulity are free "" quality of charge "of the author, quality inquiry expert Philip Crosby on quality.

The first step:: Keywords and competition survey (2-6 hours)

On the surface, the two seem to be complementary, but in our methodology they must be combined to operate simultaneously. As a search engine marketer, our perception of what is competitive is usually different from what our customers perceive. For example, if the ABC jewelry company and XYZ Jewelry company compete fiercely for customers in the mainstream world, one side may not have their own site or they are not targeting the same keyword phrase exactly? a href=http://www.cnsepm.com/title= ' Search engine Rankings network ' class=red> search engine rankings carefully compete. Our understanding of competitors is based on Google, MSN, Yahoo on a specific keyword or a series of phrase keywords ranked below the top 10 sites. On the one hand, we don't know who the competitor is until we've investigated the keyword we're targeting, on the other hand, the company that the client shows is an important competitor, and they usually help us find the right keyword phrase for investigation, recommendation, and positioning.

Step two:: Cost benefit analysis (2-4 hours)

Since Yahoo introduced a new billing program to charge for the new fee structure, my clients have begun to show concern about Yahoo's new set of policies. According to Yahoo, the site to participate in the match project will be charged $0.15 to the $0.30 cost per click, through the Site Xchange Project's larger site will be charged to the $0.15 to the $1.00 standard received unequal click Charges Business must understand the cheapest way to get a prominent position.

The main factor in the Yahoo/overture rankings is the actual cost under the new charging method. Even if the site match project is signed, the review fee and the Pay-per-click Fee will be subject to the submission page. The top 20 sites still need to rely on good site optimization work. Any honest SEO analyst will tell you that search engine optimization is a gamble. It's not certain that you can get the expected rankings, but at least we can measure the stakes in your interest. So, SEO is to get Yahoo home page ranking position of a good bet, but we also know a 100% reliable bet, that is overture. There are many cases where Yahoo will perform a pay-per-click model that is bound to be higher than the third-click-Pay standard on overture. The top three ranking sites on Overture can be displayed on the home page of Yahoo and other Yahoo-supported search engines, so the best option for our customers is to continue using overture ads to avoid the uncertainty of SEO or Yahoo's pay-per-click. Not only the cost will be lower, as long as overture and Yahoo continue to perform on Yahoo Display Overture Advertising agreement, can guarantee the overture on the home page ranking position. The current general algorithm for customer input costs is the average daily view divided by Yahoo's current share of about 41% per cent of the market, then multiplied by $0.15 or $0.30 (depending on the customer's business sector). Please note that we understand that there is no scientific basis for this algorithm, but it can at least provide a ballpark figure for the long-term input costs of the customer's marketing campaign. The above is a simple summary of our analysis, but it shows a basic idea, generally we will find a relatively inexpensive way for customers.

Step three:: For Yahoo optimization, to create links for Google (8-24 hours)

Our current SEO approach is for Yahoo optimization, to create links for Google. The rationale behind this approach is based on Yahoo, MSN and Google search methods. According to Yahoo spokesman Jennifer Stephens, Yahoo-slurp (Yahoo Spider program) will work in a similar way to the famous Google-bot, indexed by the link site, and the information is stored in the crawl site database. Google-bot continues to run in the same way as before, but the information collected will be measured in different ways than before. The link is the most important factor in determining Google rankings (there are 100 special factors). Assuming that the site for Yahoo and Inktomi do a good job of optimization, so good, solid links will be on Google to produce a good, stable ranking effect. In short, it is for inktomi/yahoo optimization, to create links for Google.

Fourth step:: Submit and monitor (72 hours-6 weeks)

After completing the above steps, the next step is to search the Web site and monitor the work for a few months. Use the second step of the cost survey to find out how to submit the site plan and to explain to the customer waiting for a reasonable time to make the search engine crawl the site, and display in the top 20 or Top 10. Then we began to monitor the site daily, the first submission must be continuously monitored for 72 hours. Then we can see in the server log the search engine crawl program records can even find the site's first occurrence location. The biggest benefit of the collection is the crawling program more frequent access to the site. Most of the paid collection program promises to repeat the site every 48-72 hours, which makes SEO work easier because we can see the optimization results in a short time.

Important Submission Reminder: Most search engines continue to support free submissions, but users are more interested in collecting sites that are often updated by paying for them. Overture's Jennifer Stephens introduced that the site match project sites are updated every 48 hours, and that the site automatically found by Yahoo-slurp is updated about once a month.

Fifth Step:: Customer/Department Communication

The only thing that hasn't changed in the process of reform is anything that wants to know what will go on. Businesses of any size must understand how their money is spent and what factors may affect how money is spent. Everyone responds better to what they know than to what they don't know. In the November, the number of customers who were aware of the change was much less than that of customers like us using SEO. While we are also a widespread victim of Google's Florida update, there are still a lot of customers who want us to work out what will go on. One of Stepforth's repertoire is our communication standards with our customers, and we honestly tell our clients that we don't know how things will work out, but we'll try to find the answers. Insist on telling the customer the truth. If you try to cheat, they will not accept, even if the fact makes them unhappy, they want only sincere answer.
Reform continues to produce

Since the Dark Ages, the information age has brought a great deal of change to people's communication. The history of the information age is less than 50 years old. The pace of reform is accelerating, and reform is entering the network. Even in the fastest stage of reform, the plan remains the best way to carry it out.