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IN THIS ISSUE:
"How to connect all the search engine marketing dots"

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Editor: mharty@SearchEnginePatrol.com

Editor's Note

I’m back, baby! (My George Costanza reference, such as it is…)

Yes, I took a much-needed break from publishing the SEOInsider to focus my energies on…(drum roll, please)

StrategicTraffic.com My new zero-cost, targeted t^raffic e-book site is live! (It’s packed with 21 under-the-radar methods of getting thousands of t^argeted visitors at $0 ad cost!

Those with photographic memories will recall that I’ve mentioned this project in past SEO Insider issues. Well, I officially premiered Strategic Traffic’s 21-day no-cost e-course at Armand Morin’s Big Seminar last month in San Francisco.

I urge you to sign up for the 21-lesson e-course right now. You can’t beat the price, hey, it’s f^ree! Strategic Traffic features my very best, time-proven tips (from our search engine marketing knowledgebase) on generating traffic without SEO or PPC, FYI.

On another front (and hundreds of miles north), I had an amazing experience. Deep in the woods of Squamish, BC, for five immensely rewarding yet exhausting days among trees, mountains, rivers, lakes and one amazing glacier.

It was all part of T. Harv Eker’s “Enlightened Warrior” Training. And while they swear us Warrior graduates to secrecy I can tell you this was truly a transformational experience.

I put a high value on education, development and training. And this was one of the most profound I’ve ever experienced. (And wouldn’t you know it; I rain into an Internet marketing buddy, David Peha there!)

If you’d like to learn more about T. Harv Eker, his web site is PeakPotentials.com

Okay, on to this week’s issue…

If you have any comments or suggestions, please send them to
SEOInsiderinfo@SearchEnginePatrol.com


News

Microsoft goes after Google

Had to happen eventually, right? Bill Gates and the Microsoft gang are finally joining the search engine party with news they’ve tested their own search engine. (Currently the MSN search engine uses Looksmart’s results.)

Will it work? Will it crash your computer like other Microsoft products? Stay tuned.
http://www.reuters.com/newsArticle.jhtml?storyID=3469174

Also, my colleague Michael Wong has created a search engine chart illustrating where each search engine gets its results. These results could come from other search engines, organic listings, PPC listings, or directories like DMOZ or Inktomi.

SEOInsider tip: Absorb slowly. Don’t study it too hard: it'll make your head hurt upon prolonged viewing.
http://www.mikes-marketing-tools.com/search-engine-chart.html

Google search secrets: an ongoing series
Yes, the ever handy “tilde” or “~” can help enhance your Google searches.

A new search command lets users search not only for a particular keyword, but also for its synonyms. This is accomplished by placing a ~ character directly in front of the keyword in the search box. Check it out, it’s a real time saver.
http://www.google.com/help/refinesearch.html

Find-a-Forum: cool new tool
Michael Wong, mentioned in news item #1, has recently launched a search tool for marketing forum subjects. All I can say is: way to go Michael, I wish I thought of that first!

Often, if my staff is stumped on something we turn to the collective. (No, not the Borg), the collective minds of those who visit and post on marketing forums. There’s a wealth of collective knowledge out there and forums let you tap it—at zero cost.
http://www.mikes-marketing-tools.com/marketing-forum/

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Commentary

Managing SEM expectations

It works for SEM just like it does in life: learn to manage your expectations.

Sure, lots of folks have found success via Search Engine Marketing (SEM). And here’s another true statement: the easy money has been made.

In the past, it was a lot easier to get high, fast, cheap rankings. Now, just like a highway at a standstill with too many cars, the web has been overrun with too many web pages.

What does that mean for you? Whichever path you choose, SEO, PPC, other traffic sources, affiliate marketing, one element remains the same: have patience. You’ll need to test. And if you want it fast, get ready to open your wallet.

There’s a price for Search Engine Marketing success. Be prepared to pay it, and keep paying it. If you do your job right, SEM offers far better ROI than any other marketing vehicle.

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Feature Article:

How to connect the Search Engine Marketing dots

Are you familiar with the phrase, “Search Engine Marketing?”

That’s the current “big tent" term in the industry. In other words, it’s broad enough to include the entire spectrum of available methods to get rankings and traffic via the search engines.

For example, my search engine firm, SearchEnginePatrol.com started doing SEO, which involves optimizing the code, text and other content on web sites. We then added PPC and recently Strategic Traffic methods to our growing arsenal.

Now to the average non-techie, the entire search engine landscape can be quite intimidating.

Even more so with the ground constantly shifting under your feet.

Here’s a quick example. Times used to be, you want your site indexed, you submit it. And keep right on submitting it.

Guess what folks: that doesn’t work anymore. Here’s a secret: the best way to get your site ranked in Google is not to submit it at all! Am I crazy? Yeah, Like a fox, natch.

You see, you can get into Google much faster (like finding a backdoor) by getting a link to your site on someone else’s site. Make sure that site has ALREADY been indexed in Google. Extra points if the site has a high Google Page Rank.

Since the site is already indexed, Google most likely will visit it more frequently. And when the Googlebot follows the link on that site back to your site, that’s when it indexes your site’s content.

SEM pros and cons

Before you can put it all together you need to know what you’re assembling right?

Basically, the Search Engine Marketing dots are identified as follows:

1. Search Engine Optimization (SEO)
2. PPC (Pay per click)
3. Strategic Traffic (other traffic sources)

Now let’s look at the pros and cons of each. That way, depending on your needs, you can start one area and then expand to another.

Search Engine Optimization

Pros:
• More cost-effective than PPC, long-term
• Piggyback effect: get keywords ranked that you didn’t optimize
• Rankings are often very stable, month-in, month-out

Cons:
• Lengthy process: could take 8-10 weeks (even longer if major link building is needed)
• Can get expensive with competitive keywords
• Some techniques change as search engine algorithms evolve

PPC

Pros:
• Fast: can be getting traffic in a matter of hours
• Can test different approaches and gain market intelligence in real time (Google)
• Superior tracking and clickthrough analysis

Cons:
• You only get rankings as long as you keep buying keywords, no staying power
• Can get expensive
• Your ads can be removed if they don’t pass muster with the editors
• Monitoring bids can get time consuming if done manually

Strategic Traffic
Note: Strategic Traffic refers to a variety of techniques, many that are relationship-based in generating traffic. For more on what Strategic Traffic is and isn’t, go to StrategicTraffic.com

Pros
• No advertising cost
• Little to no tech expertise required
• Time-proven and stable techniques
• Techniques are very versatile and flexible

Cons:
• Takes time to ramp up to full traffic generation
• Does require cooperation from other web site owners
• Writing and organizational abilities not essential, but helpful

Connecting all the SEM dots: what works for you

Here’s what I recommend for your "to do list" to integrate all the traffic methods at your fingertips:

Overall, traffic generation and conversion is an ongoing process. The key is to start somewhere. Don’t try to do it all. Just do SOMETHING. And remember to monitor your results.


Insider tool:

Product Review: AudioGenerator

Have you held off from adding audio to your web site or emails because of all the different players people need—Real, Windows and QuickTime?

Well, here’s good news: now audio on your site can play flawlessly, and all your prospects and customers need is a browser.

Enter AudioGenerator. As a professional marketer, I’m always looking for ways for my sites (and those of my clients) to gain an edge.

AudioGenerator provides that—and more! You get unlimited web audio, email audio or even audio postcards. You can even have your customers record audio testimonials ton a special, toll-f^ree line.

In fact, you’ll find all sorts of ways to get audio on your site. My StrategicTraffic.com site uses audio in five different places. Check it out and see what ideas you get for audio on your site.

AudioGenerator

Overview: AudioGenerator provides streaming audio with no special players needed. You can either phone in your audio or provide mp3 files—all are uploaded instantly. Audio sound quality is excellent. Audio Postcard templates are also part of the package.

Pros:
East to record and post. Unlimited audio on as many sites as you want. Versatile
Reasonable price: $29.95/month
AudioGenerator demo
(make sure your PC speakers are turned on :)

Cons:
You need to have a halfway decent voice. Otherwise, you may turn people off.

SEO Inside tip: highly recommended.

Interested in our take on a product, tool or resource? Send an email to: SEOInsider@searchenginepatrol.com

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