Monetizing the Long Tail of Search: Rethink Your Keyword Strategy

Presenter: Avinash Kaushik
Broadcast on Thursday, November 12, 2009 » Now available on demand!
Duration: 90 minutes
Cost: $129

   

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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.

You Will 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.

Who Should Attend

About The 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.

What Participants Said

Of the participants who evaluated this seminar, 100% would recommend it to a colleague. Some of their comments:

"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."

"You have got to watch this, once you do you will understand how this whole thing works and how critical it will be to us for the next couple of years."

"This online seminar, presented by MarketingProfs, is a MUST for anyone serious about understanding and analyzing search terms for their company, products and/or services. Drop everything and check it out NOW!"

"The absolute latest topics -- stuff you gotta know but may not have encountered yet."

"As we are rewriting our content and optimizing for SEO, we should consider more of the long tail -- this seminar gives us numbers as to why. We are looking for immediate results we need to look at what people are searching for now -- the emerging searches -- this shows us where to find them."

"Whether you're right in the weeds of online marketing or just getting you're feet wet in the big pool, Avinash's enthusiasm is contagious and he puts it all into perspective to help you understand, no matter what level you're at."

"A must see!"

Some of the comments on twitter:

uglyshirt: @AvinashKaushik's enthusiasm is fantastic. he's making me really excited about stats!
ctmarcom: Do web analytics put you to sleep? Not when @AvinashKaushik is talking about them. #webstorm
davidkamm: I would definitely buy web analytics books written by @AvinashKaushik. I would probably also happily buy a ShamWow from him.
helenabouchez: Great @marketingprofs presentation on the long tail of SEO by Avinash Kaushik!

Want to see all the tweets from the Webstorm Marketing Series in one place? Check out hashtag #webstorm.

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