Search Engine Basics
This was pretty much the Kevin Lee show. He's the CEO of did-it.com. The panelists each got to introduce themselves briefly, and then Lee went into his presentation without pausing for breath. Someone who came up to talk to the panelists afterward joked to them, "Next time, don't talk so much."
Get Lee's Power Point on the ad-tech site and you'll have the session. Don't get me wrong, he has excellent points:
- it's not always best to have first position: sometimes second or third is actually more effective (nobody said why).
- buy very specific regional keywords if you are a national brand.
- be sure to buy model numbers and product names that you sell within a larger store or site. Some people type in a model number.
- If you have 1,200 words that each get 40 searches a month, you could have a killer campaign for a lower budget than if you buy only top terms.
- include two, three, four and even five-word phrases because 35 percent of people search that way.
- create phrases in the form of a question.
- include synonyms and substitutes.
- include several permutations of words and phrases.
Some added session scoop: 1-800 Mattress e-Commerce Manager Javier Barragan told the audience that they are looking for an agency to help them manage their search engine marketing. They're headquartered in Long Island City.
The other revelation was that none of the companies represented on the panel started search engine marketing before 2001.
