http://www.SEMpdx.org - Portland based Search Engine Marketing Associat

Search Engine Marketers of Portland - SEMpdx

About Us

Search Engine Marketing Professionals of Portland (SEMpdx) was created to provide a resource for both local SEM professionals and area businesses. To elevate Portland’s profile on a national scale, as well as improve the quality of work and life for SEM professionals, SEMpdx has developed a vision, mission and code of ethics. The board of directors will ensure all aspects of the organization fall within the guidelines provided below.

Special Offer

SEMpdx members receive 25% off the from .

Address

2189 NW Wilson St.

Portland, OR 97210

2007 Notes

and from Attending today

• Keynote by of and -- Good overall presentation (walking through the ages kinda thing)
• / Session
  • 's comments were great:
    • Consumers are less brand loyal / Individuals are less trusting
    • 67% consumers rely on vs. other marketing methods to make purchasing decisions
    • Marketers are afraid, especially the older ones, because they don't understand
    • With , we've come full circle, back to white background, black text, blue links
    • Writing well is very very important as a result
    • domain names are important, direct type in traffic (check to pick up names in the drop) - this is a blatent plug :-)
  • John Hartman ()
    • 2007 - possible problem - too many people trying to develop social networks
    • 2007 - Social Media / Mobile / IPTV
  • Q&A Notes
    • blogging / always tell the truth and be transparent
    • backlinks are really important - especially with Google
    • start with , the watch and
• Advanced
  • Personalization - it used to be that you had to turn ON personalization, now it's the default - Google made this change in the past few weeks. This may hurt the blackhat and greyhat guys.
  • is so successful in . Their URL structure is incredibly clean and well structured. Internal link structure is great. Titles, header tags, etc. are great. They have "unwritten articles that are generating traffic" and ask their editors to make those pages. Consistent content format, no ads, easy to find a page on any subject.
  • Members of social communities think =
    • Where to be cautious - , , , , tech bloggers
    • Safe havens - , ,
  • The power of the , best are interactive, give links, customizable and easy to use. 2007 will be the year of the widget.
  • The biggest mistake in
  • - Give away soem content / services for free and offer upgraded items for a fee. e.g. , , , , and .
• beyond the basics / Matt McGee, Manager of
  • The Basics, but you can do better!
  • make your page "more local" put your address on every page and a LOCAL phone number, will use this to figure out where you are located
  • write out a "location / directions" page - SE spider can't read a map, use landmarks, neighborhoods, etc. Use these in your page titles and
  • PPC, not just about bidding on keywords like "Portland Dentist" but also geo-targetting. , and support this.
  • Add, fix listings at internet yellow pages
  • Encourage user reviews, algorithyms likely consider them
• Pole Positioning - Stoney deGeyter, (, )
  • Keyword research very important, it's the foundation for all online marketing
    • is time consuming and difficult
    • Gathering "Core Terms", unique 2-3 word phrases
    • Brainstorm Session / pour through your own website, content, title, navigation, products
    • WordTracker & other tools
  • Sorting Core Terms
    • Search Volume / too specific, no volume, ok if volume, 2-4 word phrases
    • Target Audience / more targetted, less traffic
    • Profit / zone
    • Ability to meet demand
  • Search Phrases - phrases that contain the core term / don't analyze, just gather, 100's to 1000's
  • Sorting and selecting keywords / keywords that convert
    • Draw targetted visitors
    • Applies directly to your site
    • No broad phrases ("shoes", "bags")
    • Informational queries later / product reviews, how to articles
  • Organizing Keywords / short and longtail are both good / each page has specific focus / not enough pages? create them
  • Conclusion, don't rush, build your foundation properly, create a high performance Campaign

2nd half of the day

• Lunchtime presentation by Leo Chung of event sponsor

---

• Eric Facas, channel manager of
  • Search results have gotten quite a bit more complex / targetted results vs. natural results. Desktop results also now built into search query.
  • Google One-Box (get users to what they're really looking for
  • Image / Video, etc. to help users hone down then search
  • if someone searches "Apple Mac Commercial" they may be looking for a video, they're going to serve that up.
• David Roth, Director at
  • In a centric world, you should also advertise at
  • Close the gap in search monetization <- corporate goal / Panama release (bringing Yahoo's markeplace up to speed)
  • Introducing new auction model and a better User/Advertiser experience
  • Initiatives: Enhanced customer services / phased transition / Local Search / Mobile Search
  • Summary: Quality based ad serving / higher volume for advertisers / new feature and services
• Stacy Morgan, Sr. Mgr account services at
  • They have an extensive ad network, lots of queries, lots of clicks ...
• Naga Krothapalli Representative from (very short intro, mainly here for Q&A)

Web Analytics

• (Barry)
  • Automation efficiency / Spreadsheets -> Bid Management -> Portfolio Optimization -> Dynamic Optimization
  • the more keywords you track, the harder it is to do manually
• (I didn't get the name either) / Omniture just bought
  • Website real estate varies (where on the page)
  • Optimize for click-through, revenue or profit
  • Realtime learning and optimization

Some of the 250 people who attended Searchfest 2007

• Tim Germer of (major accredited )
• Scott Fish also of and
• Janet Johnson of
• John Hartman of
• Michael Wills of
• Kent Lewis of
• of
• Tricia Pobjoy (web development company)
• Michelle Tilborg of
• Andrea Ashley of
• Benjamin Lloyd of
• Todd Mintz of
• ...add more

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