August 20th, 2008 by Ted Truong
SES SJ – 2008: Omniture – 5 Things No One Will Tell You About SEM
I attended the SES conference in San Jose. Here are key notes from the conference that you may find informative:
Summary: Omniture – 5 Things No One Will Tell You About SEM
1. Discussion on long tail keywords
- Increasing search traffic for brand keywords and 1-2 keyword phrases. People are more trained on using the web to search from brands and for navigation
- 3-4 long tail keyword phases are diminishing
- Due to Google quality score, really long tail keywords are not getting the same high quality score (panel theory)
2. Discussion on content network
- Search is people seeking for your services / Content is you seeking for that customer
- 90% content are poor traffic
- Break content network campaigns into new account so not to mix with search performance
- Use different success metric for content vs. search
3. Broad match
- Google is pushing Broad Match, Campaign Optimization, and YouTube/MySpace
- Most of this stuff is a joke / No solid return at this time
- Depend on client
4. Stay focuse
- Focus on the Search Engines and campaigns that are bring in the most return
- Before branching out to new search engines, campaigns, or doing many long tail keywords – evaluate the performance return. The time needed to optimize these additional campaigns may not be worth the value returned.
- Optimize what is working until you can not anymore