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Advertising Age: Search Marketing Fastpack US
Advertising Age: Search Marketing Fastpack US
SEARCH
MARKETING
DATA ON ENGINES, KEYWORDS, SITES AND STUDIES
IT SOLVES A BASIC MARKETING need: connecting potential buyers to sellers. But until the
recent past, search marketing has lived a low-profile life in the media and advertising
world.
Today, however, it’s hard to ignore the stats: About 80% of internet traffic begins
at a search engine, according to Harris Interactive, and DoubleClick reports 41% of
web users use search for simple navigation, typing a query to find a brand rather than
typing a URL directly into their browser.
And how the business has grown: the latest figures from Forrester indicate search
marketing will be a $7 billion business this year.
While it may not be as flashy as TV, search is one of the best ways to extend the
life of a 30-second spot. Ignoring it is a stumble few marketers can afford, which is
why Advertising Age has compiled its first comprehensive Fact Pack devoted to
search marketing.
Sure, Ad Age has been covering search since its early days, you know, 1995 or so,
when Google was still a glimmer in Larry and Sergey’s eyes and the big news was
that the Lycos search engine decided to put ads on its site. But this special supplement
expands our promise of providing marketers with the best, most comprehensive data
and ideas to help them do their jobs smarter and more efficiently.
For example, on Page 38 we detail 12 search engine optimization strategies for
2007—you should know that adding tags, wikis and RSS to the content on your site
can do wonders for your web site’s search rankings. Or track the life of a search on
Page 30 with a case study of the term “HDTV.” Or check out the cool eye-tracking
study detailed on Page 40 to see what search marketers mean when they talk about
the “Golden Triangle.”
Additionally, Ad Age presents its first ranking ever of search advertising agencies.
That ranking, based on estimated revenue generated by SEM/SEO operations, pres-
ents the top 20 agencies, which you’ll find on Pages 48 and 49. Of course, if you’re
already lost with all this talk of SEM and SEO, you might want to skim the glossary
on Page 45 first.
We should point out that search marketing, as with all digital media and technolo-
gies, is a hot topic and thus covered by several different trade groups, research com-
panies and publications. Some methodologies and totals may vary slightly but taken
in full, this Fact Pack should provide a good picture of where search is now and where
it’s headed.
–Abbey Klaassen
4 | Advertising Age | Search Marketing Fact Pack
CONTENTS
Overview
The interactive channels marketers are using, and plan to use 6
The engines
Google, Yahoo, MSN, AOL and Ask lead the way 8
Categories and keywords
Top terms and the leading sites by category 20
Top search terms
Hitwise’s top 50 overall search terms, Nielsen’s top 50 retail terms 28
A sample search
Looking for HDTV; top bidders and destination sites 30
What words cost
Top terms and the leading sites by category 32
Search sells
Preferred tactics; conversion rates by tactic 34
Search engine optimization tips
From an interview with 360i’s David Berkowitz 38
Eye tracking
Enquiro’s Golden Triangle and the Google Effect 40
Local search
Leading engines by share, top terms, selected markets and local spending 42
Mobile
M:Metrics’ top engines by share and mobile search use trends over time 44
Click fraud
SEMPO’s study of advertiser and agency reaction 46
Agencies
Top 20 agencies by SEM/SEO revenue 48
Miscellaneous
Reaching YouTube; How users click 50
6 | Advertising Age | Search Marketing Fact Pack
OVERVIEW
U.S. SEARCH MARKETING SPENDING TO 2010
Source: Forrester Report “U.S. Online Marketing Forecast: 2005 To 2010,” May 2, 2005. Paid inclusion is
the amount spent on submitting pages to paid directories (like Froogle, Yahoo Shopping) for cataloging.
Paid search is the amount spent on paid search media on search engines. Contextual listings is the
amount spent buying contextual ads across content sites in different search engine or aggregator net-
works. Agency fees is the amount of money paid to interactive agencies or search marketing vendors
for help managing the above three buys.
DIGITAL MARKETING SPENDING IN MILLIONS OF DOLLARS
CHANNEL 2006 2007 2008 2009 2010
Paid inclusion $321 $366 $408 $447 $485
Agency fees 691 813 946 1,092 1,258
Contextual listings 1,181 1,426 1,665 1,881 2,089
Paid search 4,873 5,682 6,444 7,113 7,740
Total 7,067 8,287 9,463 10,533 11,571
1 Google 13.0%
Time
2 AOL 11.0
Warner 5.6%
3 MSN 10.0
4 Yahoo/Overture 7.0
5 Ask 2.4
& KEYWORDS
3 Amazon.com www.amazon.com 3.4
4 Craig’s List www.craigslist.org 1.6
5 Walmart www.walmart.com 1.5
6 Target www.target.com 1.1
TOP TERMS AND DOMAINS 7 NetFlix.com www.netflix.com 0.9
Source: Ad Age asked Hitwise to rank the top search terms driving traffic to domains on the most heav- 8 BestBuy.com www.bestbuy.com 0.7
ily advertised “traditional media” categories according to TNS Media Intelligence. Ad Age ran a ranking 9 Dell USA www.dell.com 0.7
of the categories in the 100 Leading National Advertisers Special Report (AA, June 26.) The category 10 BizRate www.bizrate.com 0.6
rankings run through Page 27. The top terms shown are those driving traffic to the category. The
domains are the top web sites in the category, regardless of how users accessed the site. TOP 8 TERMS DRIVING TRAFFIC SHARE TERM SHARE
ebay 1.46 target 0.30
TOP CATEGORIES REACHED BY SEARCH craigslist 0.61 amazon 0.27
Source: Hitwise data for the week of Sept. 30, 2006. Hitwise collects internet usage information walmart 0.41 halloween costumes 0.27
through partnerships with ISPs and opt-in panels to monitor more than 10 million users in the U.S. and ebay.com 0.33 amazon.com 0.25
more than 25 million worldwide. This table shows that 43.19% of all traffic on health & medical sites
came from search engines. On all sites, 20.07% came from search engines.
PERCENT OF TRAFFIC (VISITS)
RANK CATEGORY FROM SEARCH ENGINES
1
2
Health and medical
Education
43.19%
40.76
Search markr eting gets
3 Food and beverage 37.76 potential customers
4 Government 31.14
5 Community 30.11 to your door.
d
6 Travel 28.63
7
8
Music
Shopping & classified
27.74
25.23
Then what?
T
9 21.90
10
Aviation
Automotive 21.32
k™
Introducing After The Click
11 Lifestyle 21.00
12 News and media 19.34
13 Entertainment 18.25
14 Gambling 15.97
15 Businesss and finance 14.24
16 Computers and internet 10.79
www.aftertheclick.com
17 Sports 7.89
All categories 20.07
22 | Advertising Age | Search Marketing Fact Pack Search Marketing Fact Pack | Advertising Age | 23
TOP SITES BY SHARE OF VISITS BY CATEGORY TOP SITES BY SHARE OF VISITS BY CATEGORY
Source: Hitwise data for Sept. 2006. Share for search terms below is of all search traffic to the category. Source: Hitwise data for Sept. 2006. Share for search terms below is of all search traffic to the category.
RANK SITE AUTOMOTIVE DOMAIN SHARE RANK SITE BUSINESS INFORMATION DOMAIN SHARE
1 eBay Motors www.ebaymotors.com 22.3 1 Yahoo Finance finance.yahoo.com 32.6
2 NASCAR.com www.nascar.com 3.8 2 MSN Money moneycentral.msn.com 12.5
3 AutoTrader.com www.autotrader.com 3.7 3 CNN Money money.cnn.com 4.4
4 Kelley Blue Book www.kbb.com 2.6 4 Market Watch www.marketwatch.com 3.8
5 Cars.com www.cars.com 2.0 5 Entrepreneur.com www.entrepreneur.com 2.6
6 Edmunds www.edmunds.com 1.5 6 Forbes.com www.forbes.com 2.1
7 Yahoo! Autos autos.yahoo.com 1.3 7 Reuters www.reuters.com 2.1
8 MSN Autos autos.msn.com 1.1 8 Internal Revenue Service www.irs.gov 2.0
9 GEICO www.geico.com 1.0 9 Bankrate www.bankrate.com 1.8
10 autobytel.com www.autobytel.com 0.9 10 Bloomberg www.bloomberg.com 1.6
TOP 10 TERMS DRIVING TRAFFIC SHARE TERM SHARE TOP 10 TERMS DRIVING TRAFFIC SHARE TERM SHARE
ebay 1.20 nascar 0.54 better business bureau 0.74 free people search 0.30
kelly blue book 1.08 ebay motors 0.51 irs 0.67 bbb 0.29
used cars 0.63 toyota 0.50 yahoo finance 0.60 akam 0.29
autotrader 0.61 cars.com 0.46 mortgage calculator 0.44 irs.gov 0.26
auto trader 0.54 nascar.com 0.46 ebay 0.38 equifax 0.26
RANK SITE BANKS DOMAIN SHARE RANK SITE STOCKS & SHARES DOMAIN SHARE
1 Bank of America www.bankofamerica.com 7.6 1 Yahoo! Finance finance.yahoo.com 23.9
2 Bank of America Online Banking onlinebanking-nw.bankofamerica.com 7.5 2 MSN Money moneycentral.msn.com 9.2
3 Wells Fargo - Online Banking online.wellsfargo.com 4.2 3 TD AMERITRADE www.tdameritrade.com 5.2
4 Wells Fargo www.wellsfargo.com 4.0 4 Fidelity Investments www.fidelity.com 4.4
5 Chase Online chaseonline.chase.com 3.2 5 CNN Money money.cnn.com 3.2
6 Chase Investment Banking www.chase.com 3.0 6 The Vanguard Group www.vanguard.com 3.0
7 Citi Cards - Online Services www.accountonline.com 2.4 7 E*TRADE www.etrade.com 2.9
8 Capital One USA www.capitalone.com 2.3 8 Market Watch www.marketwatch.com 2.8
9 Wachovia www.wachovia.com 2.3 9 Fidelity Investments - NetBenefits netbenefits.fidelity.com 2.6
10 Washington Mutual - Personal Banking Online onlinebanking.personal.wamu.com 2.2 10 Charles Schwab www.schwab.com 2.6
TOP 10 TERMS DRIVING TRAFFIC SHARE TERM SHARE TOP 10 TERMS DRIVING TRAFFIC SHARE TERM SHARE
bank of america 3.53 www.bankofamerica.com 0.99 scottrade 1.14 ebay 0.63
wells fargo 1.41 wachovia 0.90 fidelity 1.02 fidelity.com 0.59
bankofamerica 1.12 chase 0.88 yahoo finance 0.98 etrade 0.59
wellsfargo.com 1.12 capital one 0.79 ameritrade 0.76 vanguard.com 0.52
bankofamerica.com 1.00 chase.com 0.75 vanguard 0.75 akam 0.46
24 | Advertising Age | Search Marketing Fact Pack Search Marketing Fact Pack | Advertising Age | 25
TOP SITES BY SHARE OF VISITS BY CATEGORY RANK SITE FLOWERS & GIFTS DOMAIN SHARE
Source: Hitwise data for Sept. 2006. Share for search terms below is of all search traffic to the category. 1 Hallmark.com www.hallmark.com 16.7
2 Birthday Alarm www.birthdayalarm.com 7.2
RANK SITE TELECOMMUNICATIONS DOMAIN SHARE
3 The Lakeside Collection www.lakeside.com 5.7
1 Cingular Wireless www.cingular.com 8.8
4 Collections ETC www.collectionsetc.com 5.4
2 Verizon www.verizon.com 8.4
5 DaySpring Cards www.dayspring.com 4.0
3 Verizon Wireless www.verizonwireless.com 6.7
6 Florists’ Transworld Delivery www.ftd.com 3.5
4 Cingular Account Quick Access www.myaccount.cingular.com 6.3
7 1-800-flowers.com www.1800flowers.com 3.3
5 Sprint www.sprint.com 5.3
8 ProFlowers www.proflowers.com 2.0
6 T-Mobile USA www.t-mobile.com 4.9
9 A.C. Moore www.acmoore.com 1.7
7 AT&T att.sbc.com 3.8
10 RedEnvelope Gifts www.redenvelope.com 1.4
8 My T-Mobile my.t-mobile.com 3.6
9 Verizon Wireless - My Account myaccount.verizonwireless.com 3.5 TOP 8 TERMS DRIVING TRAFFIC SHARE TERM SHARE
10 Cingular Wireless - Online Store onlinestore.cingular.com 3.3 flowers 2.38 ftd 0.46
hallmark 1.36 hallmark cards 0.43
TOP 10 TERMS DRIVING TRAFFIC SHARE TERM SHARE
hallmark.com 0.79 gift baskets 0.39
cingular 4.96 sprint 1.39
www.lakeside.com 0.69 things remembered 0.39
verizon 3.92 tmobile 1.25
verizon wireless 2.54 nextel 1.21
t-mobile 1.57 t mobile 1.07
cingular.com 1.54 cingular wireless 1.01
TOP 10 TERMS DRIVING TRAFFIC SHARE TERM SHARE selection, there’s no guessing. No chaos. Just rock-solid experience that
lexapro 0.90 herpes 0.38 helps us determine the perfect mix of traditional and interactive marketing
cymbalta 0.59 depression 0.37 for your company. Get ready to watch the cash flow.
viagra 0.48 phentermine 0.36
zoloft 0.43 wellbutrin 0.28
pfizer 0.43 merck 0.27
26 | Advertising Age | Search Marketing Fact Pack Search Marketing Fact Pack | Advertising Age | 27
TOP SITES BY SHARE OF VISITS BY CATEGORY TOP SITES BY SHARE OF VISITS BY CATEGORY
Source: Hitwise data for Sept. 2006. Share for search terms below is of all search traffic to the category. Source: Hitwise data for Sept. 2006. Share for search terms below is of all search traffic to the category.
RANK SITE BEAUTY DOMAIN SHARE RANK SITE MOVIES DOMAIN SHARE
1 Avon.com www.avon.com 6.8 1 The Internet Movie Database www.imdb.com 20.3
2 Arbonne www.arbonne.com 6.2 2 NetFlix.com www.netflix.com 12.3
3 Mary Kay www.marykay.com 5.2 3 Yahoo! Movies movies.yahoo.com 7.5
4 Sephora.com www.sephora.com 4.9 4 Blockbuster www.blockbuster.com 6.3
5 Bath and Body Works www.bathandbodyworks.com 3.8 5 MSN Entertainment - Movies movies.msn.com 5.5
6 Lancome USA www.lancome-usa.com 2.6 6 Moviefone.com www.moviefone.com 2.9
7 About Beauty and Health beauty.about.com 2.4 7 Fandango.com www.fandango.com 2.8
8 Makeup Alley www.makeupalley.com 2.1 8 Rotten Tomatoes www.rottentomatoes.com 2.0
9 HairBoutique.com www.hairboutique.com 1.9 9 Movies.com www.movies.com 1.6
10 Procter & Gamble www.pg.com 1.9 10 MovieTickets.com www.movietickets.com 1.3
TOP 10 TERMS DRIVING TRAFFIC SHARE TERM SHARE TOP 10 TERMS DRIVING TRAFFIC SHARE TERM SHARE
hairstyles 3.95 bath and body works 0.67 imdb 1.10 netflix.com 0.24
hair styles 2.09 bare minerals 0.66 netflix 0.99 hollywood video 0.22
avon 1.29 sephora 0.65 movies 0.68 blockbuster.com 0.21
homecoming hairstyles 0.93 short hair styles 0.57 blockbuster 0.64 harry potter 0.19
makeupalley 0.79 arbonne 0.53 fandango 0.35 movie times 0.19
RANK SITE FOOD & BEVERAGES DOMAIN SHARE RANK SITE TRAVEL DOMAIN SHARE
1 Kraft Foods USA www.kraftfoods.com 10.6 1 MapQuest www.mapquest.com 14.6
2 Wrigley’s Candystand www.candystand.com 6.9 2 Yahoo! Maps maps.yahoo.com 4.9
3 BettyCrocker.com www.bettycrocker.com 3.1 3 Expedia.com www.expedia.com 4.8
4 Pizza Hut USA www.pizzahut.com 2.7 4 Travelocity.com www.travelocity.com 2.9
5 Pillsbury www.pillsbury.com 2.3 5 Southwest Airlines www.southwest.com 2.8
6 Boca Java www.bocajava.com 2.2 6 Orbitz www.orbitz.com 2.7
7 Gevalia www.gevalia.com 2.1 7 Cheap Tickets www.cheaptickets.com 2.6
8 Pepsiworld www.pepsi.com 1.8 8 Google Maps maps.google.com 2.1
9 NabiscoWorld.com www.nabiscoworld.com 1.8 9 Yahoo! Travel travel.yahoo.com 1.4
10 Maxwell House www.maxwellhouse.com 1.7 10 Priceline.com www.priceline.com 1.3
TOP 10 TERMS DRIVING TRAFFIC SHARE TERM SHARE TOP 10 TERMS DRIVING TRAFFIC SHARE TERM SHARE
pizza hut 2.06 dominos pizza 0.60 mapquest 4.05 southwest airlines 0.55
starbucks 1.30 www.maxwellhouse.com 0.54 map quest 1.37 expedia 0.55
mcdonalds 0.98 betty crocker 0.54 maps 1.09 travelocity 0.54
subway 0.72 candystand.com 0.52 mapquest.com 0.76 google earth 0.46
candystand 0.65 burger king 0.49 driving directions 0.59 orbitz 0.45
28 | Advertising Age | Search Marketing Fact Pack Search Marketing Fact Pack | Advertising Age | 29
TOP SEARCHES
A PORN-FREE LOOK AT THE TOP 50 TOP 50 RETAIL & PRODUCT SEARCHES
From Hitwise for four weeks ending Sept. 30, 2006. Share is the percent of all terms searched. From Nielsen/NetRatings MegaView Search for the month of August 2006. Searches are in thousands.
RANK TERM SHARE RANK TERM SHARE RANK TERM SEARCHES RANK TERM SEARCHES
2 myspace.com 0.530 27 halloween costumes 0.056 2 target 2,096 27 sams club 536
8 myspace layouts 0.160 33 best buy 0.047 8 best buy 1,454 33 dogs 476
10 steve irwin 0.130 35 pogo.com 0.046 10 verizon 1,119 35 dish network 460
11 craigslist 0.120 36 people search 0.046 11 office depot 1,095 36 lowe’s 454
13 lyrics 0.082 38 aol.com 0.044 13 german shepherds 949 38 old navy 444
17 wikipedia 0.072 42 facebook 0.041 17 staples 713 42 girls gone wild 422
18 white pages 0.068 43 lowes 0.041 18 bed bath and beyond 699 43 wal mart 418
23 bank of america 0.061 48 you tube 0.035 23 overstock.com 613 48 compusa 392
Source: Yahoo’s public View Bids tool for Oct. 11, 2006. Bidders pay only one cent above the next lowest 5 www.wikipedia.org 6.13
bid per click. In Yahoo search, highest bidders always appear on top of search results pages, but Yahoo 6 www.ee.washington.edu 6.13
plans to roll out relevancy rankings in the first quarter of 2007. Bid is the advertisers maximum bid.
7 www.bestbuy.com 5.45
RANK BIDDER/AD TEXT/SITE BID RANK BIDDER/AD TEXT/SITE BID
8 hdtvinfoport.com 4.09
1 HDTV at AOL® $2.02 9 Time Warner HDTV Digital Cable Service $0.72 9 www.circuitcity.com 3.41
Find great deals at AOL® Shopping - shop An ultimate TV experience. Theater-like quality with
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shopping.aol.com round sound technology. High definition movies,
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Experience Hitachi’s HDTV technology in an www.timewarnercable.com
ultra compact design. 10 HDTV Deals in Your Zip 0.58
www.hitachi.us Great selection. Incredible prices.
3 Vikuiti Brighter LCD HDTV 2.00 www.shoplocal.com
Visit Vikuiti.com to compare LCD, plasma and 11 HDTV Televisions - Bargain Prices 0.57
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13 HDTV - Time Warner Digital Cable 0.48
6
www.viziotv.com
Comcast Digital Cable - Official Site 0.87
Order Time Warner Digital Cable:DVR, HDTV, Wondering Why Your Customers
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www.timewarnercableoffers.com
7 Buy HDTV Stock for $4 0.86 optimized website, your company will be losing potential customers.
14 HDTVs at BestBuy.com 0.46
No Account or Investment Minimums. No Buy high quality televisions at BestBuy.com. But until now, site optimization has been a frustrating and unpredictable
Inactivity Fees. Trade Online. www.bestbuy.com
www.sharebuilder.com process, based primarily on hunches and educated guesswork.
15 DIRECTV Makes It Easy to Get HD 0.40
8 Get HDTV Special Deal 0.82 Official Site. Order DIRECTV today w/ our incredi- That’s why we developed SEMLogicTM which uses semantic analysis,
HDTV for $19.99 a month with free movie ble HD package plus get 250+ digital-quality
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installation and DVR. value - an ultimate entertainment experience. rigor and certainty to the entire SEO process.
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32 | Advertising Age | Search Marketing Fact Pack Search Marketing Fact Pack | Advertising Age | 33
WHAT WORDS
COST OVERALL COST PER CLICK
Source: Data from MarketingSherpa, March 2006, via eMarketer.. Notes: N=3,271 SEM marketers &
TOP BIDS FOR SELECT PAID SEARCH TERMS ON YAHOO agencies and 776 affiliate marketers & merchants. Data are for U.S. paid search ads only.
COST PER CLICK
Source: eMarketer using Yahoo Search Marketing (formerly Overture) to identify high bids for the top
ENGINE 2005 2004 % CHG
five positions as of Jan. 23, 2006 at 2:30pm EST.
Google AdWords $1.61 $1.29 24.8
TOP BIDS BY POSITION
TERM NO. 1 NO. 2 NO. 3 NO. 4 NO. 5 Yahoo/Overture PPC 1.34 1.03 30.1
Hotel $2.00 $1.30 $1.29 $1.20 $1.13 Shopping engines 2.56 1.87 36.9
Car rental 1.50 1.50 1.50 1.49 1.25 2nd tier search properties 0.58 0.00 NA
Computer 8.50 2.01 2.00 1.01 1.00
Bicycle 0.39 0.38 0.28 0.20 0.18 AVERAGE PAY-PER-CLICK TERM COST
Automobile 0.98 0.98 0.97 0.97 0.96 FOR TOP KEY TERMS
1.69 1.68 1.50 0.89 0.88
Viagra
Sopranos 0.88 0.62 0.17 0.11 0.11
AMONG THE TOP FIVE SEARCH ADVERTISING INDUSTRIES
Source: Data from Click Forensics. Top five industries are retail, financial services, health & fitness, tech-
Subaru Forester 1.02 1.02 1.01 1.00 1.00 nology & entertainment.
Real estate San Francisco 2.27 2.16 2.15 2.12 2.11 AVERAGE
Starbucks 0.30 0.21 0.20 0.16 0.14 TIME PERIOD COST
First quarter 2006 $4.75
2 Conversion rate 76 65 80
3 Clickthrough rate 69 57 74
4 Return on investment 62 47 70
6 CPA 54 39 62
7. Blog: Get major link juice by squeezing your own corporate or trend blogs for
all they’re worth. Currently, just 6% of the Fortune 500s blog
TOP 12 SEO STRATEGIES FOR 2007 Self-explanatory.
From an interview with David Berkowitz, director of strategic planning at 360i, a New York-based search
marketing agency. Mr. Berkowitz offers these 12 tips for search engine optimization.
8. Tagging: Allow all your content to be tagged so it’s included everywhere tags
are found (del.icio.us, digg, reddit, flickr, Yahoo My Web, etc.)
Encourage your consumers and users of your site to tag your content. Give it
1. Use Google Base, a free version of paid inclusion; optimize feeds for it additional visibility by facilitating the tagging of the data. For example, on every
Try this: In Google, type in “Used cars.” A link above the natural search results story there should be a “digg” link. Major media should be embracing this, so
will offer you a link to “Refine your search to used cars.” Click on the link. The should retailers. Adding to digg can be a huge asset. It drives traffic.
results are a prepared feed with no web link. They were uploaded en masse, and
automatically became part of the Google Base. Google is populating its main
search engine with links to Google Base. Searchers get “hyper-relevant results” 9. Social media optimization: Leverage all the links and marketing value you can
as if to say Google knows some results that are even more relevant than what get from social networks and business networks
our algorithm found. http://base.google.com. It’s in Beta. Exploit the viral nature of your appearances on other sites. Make sure there are
links back to your site. If you’re creating the other sites, enhance the long-term
value of the subsites.
2. Optimize anchor text – the copy within hyperlinks
Make sure the text in the link is relevant, and doesn’t just say “click here.”
Search engines pay more attention to links and their anchor text. 10. Google Co-Op: Become an authority and offer a syndication channel through
this service for limited but valuable natural search rankings
Anyone can declare themselves an expert and create links to their category.
3. Blog PR – get bloggers on board, and if they bite, they’ll link to you Http://google.com/coop (also in Beta) offers a powerful way to get web sites on
Have a blog and have bloggers refer to your site. This is a public relations activ- top of the search results. When users subscribe, if they search in the topic, you’ll
ity. Be front and center in blogger’s minds. come up on top of the natural search rankings, even higher than Google base.
4. mRSS – Media RSS, the syndication vehicle for video 11. Wikis: Host a link-rich wiki and encourage others to share their knowledge in
Make sure your video is RSS capable. You can submit feed to Yahoo. mRSS is the process
likely to become standardized. Metadata attached to it makes it easier to syndi- Create a wiki for your topic for your site. Combine your encyclopedic knowl-
cate. Tags indicate size of file and video. search.yahoo.com/rss edge of your industry with user generated content.
5. Microcontent – tap into the new way search engines are indexing the web 12. Long-tail optimization – optimize around certain valuable long tail keywords
semantically people are using to find you
Defining a piece of content as a review, an overview, contact information or loca- Look at how people are finding your site. Make sure you know what site they
tion allows engines to more easily classify content. There’s more information at came from and what keywords they used to find you. Using that knowledge,
http://microformats.org/, which has a wiki. Items called hcards act just like make sure there’s content like an occasional blog post, writing now and then
vcards, and allow your computer to add someone’s contact information. Yahoo about what you were searched by. Build out on products users were searching
locally uses microformats, so if an item is tagged as a restaurant review, it’s more for when they found you. As searches become more complex, optimize more
likely to appear at the top of local search for dinner. complex combinations of those words.
40 | Advertising Age | Search Marketing Fact Pack Search Marketing Fact Pack | Advertising Age | 41
PERCENT HIGHEST
RANK TERM LOCAL HITS LOCAL BID
1 Real Estate 49.6% $5.11 U.S. LOCAL ONLINE AD SPENDING FORECAST BY SEGMENT
2 Restaurants 43.3 0.80 Source: Estimates by JupiterResearch, July 2005, via eMarketer's Search Marketing 1: Spending and
3 Dentists 38.6 5.61 Metrics, April 2006.
4 Computer Repair 38.4 3.17 ADVERTISING SPENDING IN BILLIONS OF DOLLARS
SEGMENT 2006 2007 2008 2009 2010
5 Plumbers 38.4 3.01
6 Lasik 36.2 10.30 Local classifieds $2.6 $2.9 $3.1 $3.4 $3.6
7 DUI Attorney 32.5 38.00
Local search 0.7 0.7 0.8 0.9 0.9
8 Hotels 28.3 1.92
Local display 0.4 0.5 0.6 0.7 0.8
9 Cars 25.8 7.95
10 Mortgages 25.1 14.99 Total 3.7 4.1 4.5 5.0 5.3
44 | Advertising Age | Search Marketing Fact Pack Search Marketing Fact Pack | Advertising Age | 45
MOBILE GLOSSARY
Source: Search Engine Marketing Professional Organization (Sempo)
SHARE OF MOBILE SEARCH BRANDS SEARCH ENGINE MARKETING (SEM): The entire set of techniques and strategies used to direct
more visitors from search engines to marketing web sites, including all of the tactics and
Source: M:Metrics survey of 34,006 U.S. mobile subscribers. Data based on three-month moving aver- strategies defined below.
age for period ending July 2006. Total subscribers are projected and include those who used a mobile PAID PLACEMENT: Text ads targeted to keyword search results on search engines, through programs
device to access a search engine ever in a month. In the pie, other represents 1.4%. such as Google AdWords and Yahoo Search "Precision Match," also sometimes referred to as "Paid
Placement," "Pay-per-Click" (PPC) advertising and Cost-per-Click (CPC) advertising.
RANK SITE SUBSCRIBERS SITE BY PERCENT OF TOTAL CONTEXTUALLY TARGETED TEXT ADS: Text ads targeted to the subject of writings on web pages,
such as news articles and weblogs, using programs such as Google's AdSense and Yahoo
1 Google 4,490,437 Search’s Content Match programs.
Don’t know Google 39.8%
PAID INCLUSION: The practice of paying a fee (fee structures may vary) to search engines and
2 Yahoo 3,839,826 5.1%
similar types of sites (e.g., directories, shopping comparison sites) so that a given web site or
Go2 web pages may be included in the service's directory, although not necessarily in exchange for
3 MSN Mobile/MSNBC 1,086,152 Search 3.8%
a particular position in search listings.
4 AOL Mobile 692,651 AOL 6.1% ORGANIC SEARCH ENGINE OPTIMIZATION (SEO): The practice of using a range of techniques,
including augmenting HTML code, web-page copy editing, site navigation, linking campaigns
5 Go2 Search 433,830 and more, in order to improve how well a site or page gets listed in search engines for partic-
MSN 9.6% ular search topics.
Don’t know 572,149
Yahoo 34.1%
Other 154,752
Total 11,269,797
CLICK FRAUD
A SEMPO SURVEY
Source: Data from Search Engine Marketing Professional Organization (Sempo) survey of SEM agencies
& advertisers, Dec. 2005. Click fraud is the practice of generating clicks on ads or links to advertiser
websites in order to boost per-click revenue paid by the advertiser to the search engine and, therefore,
the third party network partners who generated the fraudulent clicks. Although search engines do reg- For Marketing, Advertising & Media News, Insights, Trends & Data
ularly pay make-goods back to advertisers when they discover such practices, litigation can ensue. A
July 2006 legal settlement cost Google $90 million in click fraud make-goods. Advertising Age (adage.com) To advertise: Millie Chiavelli, Advertising Director,
ADVERTISERS Tel: 212.210.0280, mchiavelli@crain.com
LESS THAN 500 MORE THAN 500 Ad Age Digital (adage.com/digital)
ALL EMPLOYEES EMPLOYEES AGENCIES To subscribe or to sign up for newsletters:
Ad Age Daily News E-mail (adage.com) Call 888-288-5900 or go to adage.com/subscribe
In your experience, how much of a problem is click fraud with regard to paid placement?
MediaWorks (adage.com/mediaworks)
Significant problem we have tracked 16.0% 18.0% 9.0% 16.0%
Madison+Vine (madisonandvine.com)
Moderate problem we have tracked 23.0 21.0 29.0 33.0
We have not tracked, but are worried 35.0 34.0 38.0 33.0
Not a significant concern 25.0 27.0 18.0 18.0 For the latest news & reviews of the best creative work in marketing & advertising…
Never heard of it 2.0 0.0 6.0 0.0 Creativity (adcritic.com) To advertise: Adam Gold, Advertising Director,
Note: Advertisers N=122; agencies N=282 Tel: 212.210.0241, agold@crain.com
AdCritic (adcritic.com)
Have you been a victim of click fraud? To advertise in Spark*: Juliette Robin,
Spark* (creativityspark.com)
Yes 42.0 46.0 32.0 51.0 Managing Director, Tel: 212.210.0156,
No 21.0 18.0 27.0 49.0 Creativity E-mail Newsletters jrobin@crain.com
Don’t know 38.0 36.0 36.0 0.0 – TV Edition To subscribe or to sign up for newsletters:
Note: Advertisers N=122; agencies N=282 Call 888-288-5900 or go to adcritic.com
– Print & Design Edition
What type of click fraud did you experience?
– Interactive Edition
Competitive click fraud 53.0 53.0 55.0 41.0
Attempts* to inflate rev. through non-authentic 78.0 78.0 82.0 59.0 Plus…
Note: *By publishers or networks. Advertisers N=51; agencies N=145
Ad Age Group Events – for information on events, go to adage.com/events. To sponsor an event: Millie
Have you received incremental credit from a paid search provider for click fraud? Chiavelli, Advertising Director, Tel: 212.210.0280, mchiavelli@crain.com
Yes 78.0 78.0 82.0 72.0 Ad Age Group Custom Programs – to develop your own branded custom program: Suzanne Hermalyn,
No 22.0 22.0 18.0 29.0 Director, Business Development, Tel: 508.497.8688, shermalyn@crain.com
Note: Advertisers N=51; agencies N=145
Reprints – Dawn Kryston, FosteReprints, Tel: 866.879.9144, x170, dkryston@fosterprints.com
Was credit based on your request, or was the credit engine initiated?
ESTIMATED SEM/SEO 2
AGENCIES RANK
10
AGENCY, HEADQUARTERS
10.0
% CHG
125.0
EMPLOYEES
Acronym Media specializes in SEO, paid search, search analytics, link building and international SEM. Its
56
M
ag
th
G
TOP 20 SEARCH ENGINE AGENCIES paid/natural revenue split is 60/40. The agency, which manages 200,000-plus keywords, serves clients SAP, Four
Seasons Hotels, Humana, Sirius Satellite Radio, Register.com, WebMD, Cablevision and Paltalk. The agency has
To
2
Source: Revenue, estimated by Ad Age, is in millions. Returns for ranking are just from search engine three U.S. offices and one in Singapore. Top exec: Anton E. Konikoff, CEO. URL: www.acronym.com
A
marketing and optimization for 2005. Only agencies whose primary discipline is search are included. 11 Search Engine Optimization Inc. Carlsbad, Calif. 7.9 315.0 65 m
SEO Inc., an integrated search engine marketing agency, carries a paid/natural revenue split of 75/25 and has Se
ESTIMATED SEM/SEO
200,000 keywords under management. Clients include Entrepreneur Media, IGN, Beaches and Sandals resorts. un
RANK AGENCY, HEADQUARTERS REVENUE % CHG EMPLOYEES Top exec: Garry Grant, CEO. URL: www.seoinc.com P
1 Performics Chicago $57.0 28.0 230 12 Reprise Media New York 7.1 300.0 56
Performics, the marketing division of New York-based DoubleClick, provides online marketing services (search Reprise Media is a three-office SEM/SEO agency that serves clients FT.com, PeoplePC, Capital One, USA Today,
engine marketing, data feed and affiliate marketing) to large retailers, catalogers and direct marketers that Guess?, Microsoft and Advance Internet. Reprise has a paid/natural revenue split of 70/30. The agency has 30
include AOL, Bose, L.L. Bean, Crate & Barrel, Kohl’s, Countrywide Financial and United Airlines, among others. million-plus keywords under management. Top execs: Peter Hershberg and Joshua Stylman, mng ptnrs. URL:
Top exec: Stuart Frankel, pres. URL: www.performics.com www.reprisemedia.com
2 iCrossing Scottsdale, Ariz. 46.0 100.0 240 13 Oneupweb Lake Lelanau, Mich. 6.5 163.0 40
iCrossing manages 11.2 million keywords. The agency has six offices. Clients include General Motors, Dex, Office Oneupweb, an SEM/SEO agency also involved in podcasting, online media planning, creative services and online
Depot, Omaha Steaks and Colgate-Palmolive. Top exec: Jeffrey Herzog, CEO. URL: www.icrossing.com market research, manages 500,000 keywords and draws most of its revenue from search, the paid/natural rev-
enue split being about 45/55. Clients include Unisys, Maritz, Brooks Running, Lang, 1-800-Got-Junk?, and French
3 iProspect Watertown, Mass. 23.2 59.0 115 Culinary Institute, among others. Top exec: Lisa Wehr, CEO & founder. URL: www.oneupweb.com
iProspect, part of Isobar global network under Aegis-owned Carat, has a paid/natural revenue split of 45/55.
Clients include iVillage and Panasonic. Top exec: Fredrick Marckini, CEO & founder. URL: www.iprospect.com 14 Resolution Media Chicago 6.5 100.0 40
Resolution Media, a unit of Omnicom Group, is involved in search marketing, optimization, search retargeting,
4 SendTec St. Petersburg, Fla. 19.6 44.0 125 web analytics and merchandising consulting. Clients include Bank of America, Chicago Tribune, FedEx, Lowe’s,
SendTec generated 35% of its $56 million in revenue from search work, the rest coming from offline DR TV Universal Orlando Resorts, XM Satellite Radio among others. It manages 5 million keywords. Top exec: Matt
media buying services and online and offline strategic marketing. The agency has three offices. Clients include Spiegel, mg dir. URL: www.resolutionmedia.com
TiVo, BlackBerry, Home Depot, Ubid.com, AAA and Lancome. Top exec: Paul Soltoff, CEO. URL: www.sendtec.com
15 Search Agency Santa Monica, Calif. 5.2 400.0 30
5 360i New York 18.6 33.0 103 Search Agency, with $38 million total billings, has a paid/natural revenue split of 60/40. The shop manages 13
360i, with four U.S. offices, became part of Innovation Interactive, a holding company, in June 2005. 360i has a million keywords. Top exec: David Hughes, CEO. URL: www.thesearchagency.com
paid/natural revenue split of 67/33. Agency clients include Office Depot, Levenger, Saks and JC Penney among
others. It manages 3.8 million keywords. Top exec: Bryan Wiener, pres. URL: www.360i.com 16 Fathom SEO Valley View, Ohio 5.0 100.0 35
Fathom SEO, whose primary emphasis is SEO link-building, serves clients Cleveland Clinic, Career Education
6 Efficient Frontier Mountain View, Calif. 13.6 NA 80 Corp., Sauder Woodworking and Bissell, among others. Top exec: Bill Fox, pres & CEO. URL: www.fathomseo.com
Efficient Frontier handles more than $200 million in annual pay-per-click spending and holds more than 20 mil-
lion keywords under management. The agency also has a London office. Clients include Amazon Services, 17 Outrider St. Louis 4.3 52.0 50
BabyCenter, BuildDirect, E-Loan, Fox Interactive and LendingTree. Top exec: Ellen Siminoff, pres & CEO. URL: Outrider, which bills itself as the first search marketing company (it was founded in 1995), is WPP Group’s desig-
www.efrontier.com nated search marketing agency of GroupM, WPP’s media-buying and planning arm. Outrider manages 50 million
keywords. Clients include Sears, Xerox, Microsoft, Jaguar, Showtime and MetLife among others. Outrider has
7 Avenue A/Razorfish Seattle 11.7 116.0 843* three U.S. shops and offices in 14 countries. Top exec: Chris Copeland, sr ptnr & mng dir. URL: www.outrider.com
Avenue A/Razorfish, a unit of aQuantive, is a broad-based agency with overall revenue of $189.8 million in 2005;
some 28% of U.S. media billings of $418 million in 2005 came from search. The agency has 11 U.S. offices and 18 Red Door Interactive San Diego 3.0 150.0 35
three foreign shops. Clients include AstraZeneca, Best Buy, Alaska Airlines, Disney, Samsung, Mercedes-AMG, Red Door is a search agency also involved in print, offline marketing, signage and packaging. Clients include
Capital One, Starwood Hotels, Dell and Chase among others. Top exec: Clark Kokich, worldwide pres. URL: Buck Knives, Leap Wireless and Souplantation, among others. Top exec: Reid Carr, pres. URL: www.reddoor.biz
www.avenuea-razorfish.com *total for entire agency 19 Enquiro Kelowna, B.C. 1.8 20.0 20
8 Impaqt Bridgeville, Pa. 10.5 110.0 61 Enquiro, an SEM/SEO shop, also is involved in PPC management, reporting, conversion enhancement, usability
Impaqt serves a clientel largely in the retail, travel, B2B, insurance, education, pharmaceutical and finance testing and qualitative user research. Enquiro’s paid/natural revenue is split 35/65. The agency manages 10,000-
industries. Impaqt has a paid/natural revenue split of 45/55. The agency, with three U.S. shops, has more than plus keywords. Clients include LexisNexis, AIG, Apartments Across America and eplans.com, among others. Top
200,000 keywords under management. Top exec: Richard Hagerty, CEO & founder. URL: www.impaqt.com exec: Gord Hotchkiss, pres. URL: www.enquiro.com
9 Did-It Search Marketing Rockville Centre, N.Y. 10.3 106.0 105 20 Kinetic Results Addison, Texas 1.4 NA 8
Did-it is a search marketing and auction-media management agency. Did-It has 22 million keywords under man- Kinetic Results, founded in 2005, had billings of $11.2 million, $9.7 million of that from search. Of the search
agement. Clients include E*Trade Financial, Dun & Bradstreet and Cingular Wireless. Top exec: Bill Wise, CEO. tally, the paid/natural split was 75/25. Kinetic manages 15 million-plus words. Clients include Hilton Hotels,
URL: www.did-it.com Gateway, Compass Bank and Samsung Electronics. Top exec: Kevin M. Ryan, CEO. URL: www.kineticresults.com
50 | Advertising Age | Search Marketing Fact Pack
MISCELLANEOUS
TOP SEARCH TERMS KEYWORD BREAKDOWN
DRIVING TRAFFIC TO From Hitwise for four weeks ending Sept. 30. The
table shows the percentage of successful search
YOUTUBE.COM terms used on the internet - broken down by the
number of search terms in a search phrase.
From Hitwise for four weeks ending Sept. 23,
2006, excluding YouTube branded terms. PERCENT
TO REACH US
By e-mail: This report was compiled by Advertising Age in Chicago. Contact DataCenter@AdAge.com; Postal
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gle copy sales (888) 288-5900; Advertising (212) 210-0159; Library services (312) 649-5476. DataCenter staff: sales@emarketer.com
R. Craig Endicott, Kevin Brown, Scott MacDonald, Maura Wall, Mike Ryan, Maureen Morrison. ® www.emarketer.com