Monetizing the Long Tail of Search: Rethink Your Keyword Strategy
- Presenter:
- Avinash Kaushik
- Broadcast:
- Thu., Nov. 12, 2009, 12pm ET (9am PT)
- Length:
- 90 minutes
- Rating:
Bing, Yahoo!, Google and other search engines are a key acquisition channel for any web based entity, be it through organic search listings or via paid search listings. Yet precious few Online Marketers and CEOs understand that amazingly unique phenomenon called "the long tail" of search and how incredibly valuable it can be to any business.
We tend to focus on key words when life is about key phrases. We tend to obsess, stalk and harass our brand terms while completely missing the boat on the magnificently huge number of category terms. We tend to struggle to find the right balance between where to deploy our Organic Search strategy vs our Paid Search strategy.
Sounds like that's you?
This seminar is for you. The goal will be to explain, in simple terms, the phenomenon of the long tail, and how different types of customers seek information (about you!). You'll use information covered in this seminar to rethink your search strategy, how you identify key words and phrases used to target potential customers and finally how to measure success.
Presenter
Avinash Kaushik is the author of the newly published book Web Analytics 2.0 and best-selling book Web Analytics: An Hour A Day. He is also the Analytics Evangelist for Google and the co-founder of Market Motive, Inc.
Avinash works with some of the largest companies in the world to help them evolve their online marketing strategies to become data-driven and customer-centric organizations. He recently received the 2009 Statistical Advocate of the Year award from the American Statistical Association.
He is also a frequent speaker at industry conferences in the U.S. and Europe, such as Ad-Tech, Monaco Media Forum, iCitizen, and JMP Innovators' Summit, as well as at major universities, such as Stanford University, University of Virginia, and University of Utah.
You'll find Avinash's web analytics blog, Occam's Razor at http://www.kaushik.net/avinash.
Who Should Attend?
This seminar's biggest impact might be to shift your fundamental search strategy in as much Senior Executives will find it to be most productive. The second half of the seminar will be deeply practical hence Online Marketers, Paid Search Specialists, Web Analysts and Sales professionals will find actionable tips as well.
No prior God (like mastery of math) is required, and you don't have to know a particular tool. As long as you touch your website you will find attending this webinar will improve your chances at getting a promotion.
What Will You Learn?
- Why your Search strategy should include a focus on the long tail of search.
- How to identify the relevant long tail search phrases for your business.
- Tools that you can use to create areas of focus for you paid search and organic search strategies.
- How to measure success of "Upper Funnel" keywords.
- An overview of current campaign attribution models.
Webstorm Seminar Series
| This is the second topic in our Webstorm Seminar Series, a perfect storm of seminars to help you supercharge your website. PRP members have access to these and all our seminars! |  |
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What Members Say About This Webcast
"If you're like me your ideas about SEO are so three years ago. If you really want to know what's happening now in SEO and how to think about using it to your company's best advantage, pony up and listen to this guy NOW."
"Avinash takes a subject that has the potential to be complicated or difficult to follow for a newbie. He presents with energy, a solid understanding of his topic and great practical examples."
"I would make this mandatory training for every senior level manager."
"There is no better presenter, especially in a webinar format, than Avinash Kaushik. He is endlessly entertaining and informative. If you need to know about online analytics, search and online marketing, then Avinash is your man."
"Covers it all. Gives a really good foundation of it all with examples and free resources."
