Search Engine Optimization/Search Engine Marketing
So when I started taking notes at this SEM conference, my fingers flew over my laptop keys, having no idea what I would end up with. The overall impression: Harry Brooks and the new generation of Internet marketers are brilliant and absolutely fixated on ROI. He probably used the term ROI 50 times in the course of the three-hour presentation.
I sat through technical descriptions and formulae of converting keywords, Keyword Effectiveness Indicator (KEI), keyword phrase distribution, how search engines and spiders work, and the answer to “The (Literally) Million Dollar Question”:
“How do I get listed in the top 10 on Google?”
At the same time, certain amid this blizzard of dizzying high-tech talk, a number of old-fashioned phrases popped out of my notes from Direct Marketing 101—commonsense stuff I have known and written about for years. For example, Brooks did a 10-minute riff on how to do an A/B split, and the audience sat wide-eyed in rapt silence.
* Does Google focus on relevancy or increasing ad revenue? If it focused on ad revenue, paid ads would be all over the place, causing such a miserable search experience that the user would go away, never to return. Instead, Google concentrates on making searches a sheer delight, bringing people back and back and back, which in turn generates more ad revenue. The direct marketing analogy: Make it as easy as possible to order.
* You must talk to the right people. Understand whom you are talking to.
* Arithmetic is everything. Set revenue goals. Know the average value of a customer over a 12-month period. Divide the average customer value into your revenue goals and you know how many customers you need to meet the goal. How many inquiries do you need? Brooks maintains that online conversions typically range from 1% to 3%. (Average is 1% to 1-1/2%. Good is 2% to 4%.)