Conference Buddies

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