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Search by the numbers

I enjoyed speaking in Chicago on Friday at the final American Marketing Association Hot Topics seminar on Search Marketing. I’ve spoken at two previous versions of this event, but had never been at the morning sessions—this time I was able to hear the talks from Stephan Spencer and Alan Rimm-Kaufman, which were very interesting.

I especially liked Alan’s analogy that branded paid search keywords (such as “Land’s End Men’s Oxfords”) are like white pages listings, while non-branded searches (such as “Men’s Oxfords”) are similar to yellow pages listings. Your search campaign needs to address both “white pages” and “yellow pages” opportunities, and they should separate them when analyzing success. You should naturally expect higher conversions from white pages queries—those customers are far more “sold” on your company.
Stephan (as usual) had a wealth of tools he demonstrated, but also added inside information that I didn’t know (that I think people expect me to know as an expert). One tidbit is that Yahoo! Site Explorer requires that you be logged in to provide the most accurate information. Stephan explained that you get different (less accurate) results if you use the site anonymously. I’ve never used the site without being logged in, so I had never noticed that—it’s a great insight for search marketers and I jotted it down.
If you’re interested in getting my charts, you can download Search by the Numbers. Thanks to Stephan and the AMA for inviting me to contribute to the series. If you keep hanging around experts, you’ll always find more to learn.

Mike Moran

Mike Moran is a Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also served as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website,, most recently as the Manager of Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He was a Senior Fellow at the Society for New Communications Research and is now a Senior Fellow of The Conference Board. A Certified Speaking Professional, Mike regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide

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