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SEO AND SEM
Getting the Internet Money...
The GOAL OF SEO
Achieving the Goal: Inside Your Site
Inside The Site
SHOW ME THE RELEVANCE!!!!!!!!!!!
Achieving the Goal: Outside Your Site
Limitations of SEO: Everybody's Doing It
I JUST OPTIMIZED MY WEBSITE!!!!!!!!
Limitations of SEO: Your Competitors Have a Some Cash to Spend
Paid Search by Competitors
Limitations of SEO: Search Engine Competition
The Search Engines Quest to Be the Best
Limitations of SEO: Crazy Competition
Limitations of SEO: Aggregators
What Does the Future Hold
Social Search and the Sharing the Long Tail
What Does the Future Hold?
Google Squared
What Does the Future Hold?
Google’s Wonderwheel
What Does the Future Hold?
Real Time Search
Search Engine Marketing
http://www.rossdawsonblog.com/FoM07center_longtail.jpg
The Long Tail
What’s Unique: Auction Format
Max Bid Quality Score
Ad Rank CPC
Maximum amount advertiser willing to pay per click
Out of 10 Max bid x Quality Score
P1=B2Q2/Q1
What’s Unique?: Split Tests
What’s Unique
Tools for Measuring and Planning a SEM Campaign
Conclusion
It doesn’t matter if your peddling goods, services, information or entertainment...the real value of your website lies in what you offer viewers...the first step of a successful SEO or SEM campaign is a solid website...once that’s established a company can leverage the analytic data to create an effective and efficient search engine presence.