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The Future of Search Engine Marketing and Technology
IncreMental Advantage, May 2007, Pages: 87
Internet searching, advertising, and purchasing alike are all surging. A glance at the data tells the story. In February 2007 alone, 6.9 billion Internet searches were conducted worldwide, a 19% increase over the same period in 2006. Online consumer, non-travel spending at U.S. sites reached $102 billion in 2006, a 24% jump from $82.3 billion in 2005. Companies are looking to get a piece of the expanding E-commerce pie, and to build brand awareness among the ever-growing Internet audience.
Companies seek to draw many Internet surfers to their websites from search engines. In order to do so, however, businesses must ensure that their websites come up first, or at least on the first page, when consumers type words related to their industry into the two biggest search engines, Google and Yahoo!. Search Engine Optimization -- the process of making a site “search engine-friendly” — is probably the most important aspect of Internet marketing.
At the end of the day, company web sites (and the Internet overall) have become an integral part of any solid business plan. It may be the first view visitors have of a business. Businesses, large and small, therefore should update and maintain their websites regularly so visitors will want to revisit and be a steady supply of repeat (and new) business.
The author has spoken with some of the most revered experts in the field of Search Engine Technology and Marketing to bring you the most important information that website developers, publishers, and search engine technology companies alike will find informative as well as applicable.
The report includes interviews with senior executives from leading and innovative companies such as:
- 7Search.com
- ABCSearch.com
- Acxiom Corp.
- Adgooroo
- Best of the Web
- Beyond ROI
- Blogvertise
- Bruce Clay Inc.
- CPX Interactive
- Engine Ready Inc.
- Hispanoclick
- Hot Banana Software
- Infuse Creative
- Kelley, Drye and Warren LLP
- Key Relevance
- Overdrive Interactive
- Searching for Profit
- Unica Corporation
Topics include:
- Paid Search Techniques and Trends
- Ad Networks and Blogs
- Website Design and Analytics
- SEO Tricks and Pitfalls
- Audience Targeting Techniques
- Declining importance of metatags
- Spiders and robots
- What can be read on web pages and what can not be read by spiders
- Search engine optimization maintenance plan
- Keyword development and analysis
- Analysis of clicks competitors’ ads generate
- Geographic segmentation
- Day parting
- Technology used to evaluate the behavior of Internet searchers
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