+=+=+=+= SIM's INSIDER REPORT =+=+=+=+

October 30, 2001

E-Zine #73

SIM's INSIDER REPORT is a free weekly newsletter dedicated to helping readers succeed online while saving both time and money with cutting-edge tools, tips and strategies for internet marketing, online advertising and website promotion.

==> Tip of the Week
==> Tips, Tools & Resources
==> Affiliate Spotlight
==> SIM's Weekly Reports
==> Feedback & Contributions
==> Food for Thought
==> Advertising Section
==> Administrivia

This week's TIP OF THE WEEK is an expose on Search Engine Marketing Myths by Lee Traupel. It's short, informative and may resolve some unanswered questions for you.

Dirk Dupon offers a handy work-a-round for tracking your ads in this week's "Feedback & Contributions" section. This little tip is one you'll definitely want to file away for future use.

Forward this newsletter to 2 friends and give them the opportunity of accessing the FREE marketing resources at http://startupinternetmarketing.com. I'm sure they'll
appreciate it - I know I certainly will.

Your comments are always welcome.

Dan Porteous

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Absolute Top Five Search Engine Marketing Myths Uncovered!

Startup Internet Marketing's Insider Report by Lee Traupel

Itís no secret that Search Engine marketing can drive significant amounts of very qualified traffic to a web site - as 85% of Internet users utilize search engines to find/research for goods and services.

The problem for many companies is the difficulty they face sifting through conflicting information and hyperbole! Here is my top five list of myths that need to be run to ground.

Big Picture Myth One
Search engine ranking leads are not as good as those which originate from traditional marketing vehicles (print, direct mail, PR, etc.)

This is absolute hogwash. The truth is many agencies donít have a clue about search engine ranking, so they push their clients to ignore this form of advertising. They simply donít want to recommend anything they donít understand and/or utilize an interactive marketing vehicle that requires a blend of very specialized technology and processes.

In fact we've found just the opposite when weíve analyzed search engine traffic versus other types of leads for our clients. Search engine traffic can be much better, as it is comprised of individuals who are actively seeking info - not just people whose curiosity has been piqued by an eye-catching publication ad or press release. And, when weíve analyzed the data by tracking leads via a landing page (on a web site) weíve discovered that CPL (cost per lead) numbers can be much lower for search engine ranking than other more traditional marketing methods.

Big Picture Myth Two
Effective search engine marketing can be done in house.

This is rarely the case. The sheer complexity and online competition (digital warfare!) for rankings makes this extremely difficult for most companies. Based upon our analysis over 73% of corporate accounts donít understand the basic fundamentals; i.e. how to properly use keywords, meta tags and titles and worse, donít submit their web sites to top tier Directories (Yahoo, LookSmart, OPD) and the hundreds of second tier directories.

Most companies delegate their search engine submissions to the webmaster or web site development staff. They just donít have the time to learn the daunting complexities required to generate page 1-3 rankings - or to stay abreast of the shifting submissions and ranking criteria standards, as modified monthly by top tier search engines. In many companies the search engine ranking is added to the over worked webmasterís tasks purely as an afterthought - as opposed to being addressed formally by the marketing department, with dedicated personnel and a budget.

Big Picture Myth Three
Off the shelf software that submits a site to thousands of web sites and presents snazzy reports can do it all.

This is so inaccurate - nothing could be further from the truth. It takes a tremendous amount of labor and time to identify keyword sets (not just words), optimize the content for these keywords, submit the pages while obeying the rules of the road and then to continually analyze rankings and tweak to maintain your web site visibility.

Software can certainly help to automate some facets of the process and be used for back end analysis. But you canít expect any application to make the job easy - there is too much inherent complexity in the processes. And, competition for keyword sets is fierce - as there are an estimated 5-10M registered domains (the numbers vary widely) with 60K new domains being registered every day.

Big Picture Myths Four
Any page listing will help to drive traffic to a web site.

This is another misconception. If you are not achieving page 1-3 rankings then your wasting a great deal of time and resources - most people never drill down below these pages.

Big Picture Myths Five
Another common mistake is trying to achieve search engine rankings for a specific URL or product. If people know the name of a company or product they will find your web site easily. Itís a waste of resources to optimize for these specialized terms in most cases.


About the author
Lee Traupel has 20 plus years of marketing experience He is the co-founder of a Northern California and Brussels Belgium based, privately held, Marketing Services and Software Company, Intelective Communications, Inc. http://www.intelective.com Intelective focuses exclusively on providing services to small to medium sized companies that need strategic and tactical marketing services. He can be reached at Lee@intelective.com


SIM's "Tip of the Week" back issues available at... http://www.startupinternetmarketing.com/ezines
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Ebooks -- Self-Publishing Your Way to Internet Success
Part 9 of 10 Designing Your Sales Page
How To Increase Sales With Your Own Email Course
Using Email To Mine Your Database
Downloading .PDF files
Multiple-Response Autoresponders
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Smart And Easy Ad Tracking

Do you know that you can track your ads much easier?

Instead of using different URL's with "?" at the end, you can now just type http://www.dirk@ebooks-made-easy.com and your browser will automatically lead to the web site at: http://www.ebooks-made-easy.com

So, whatever your URL is, you can put an "@" symbol in front of it to track or market your clicks.

When people click the URL, you'll find the referring line in your server logs, and you'll know from where your visitors are coming.

This can be very handy if you advertise in an E-zine, or post a message in an on line forum.

Dirk Dupon
Email: mailto:webmaster@smart-web-promotion.com
WWW: http://www.smart-web-promotion.com

If you have a promotion tip to share (or an affiliate program that would be of interest to the rest of us) or if you have a web design tip, or a specific question, please feel free to post all tips, questions, or answers to posted questions here and I will add your email or URL with it. It's FREE promotion!

Send your tips, questions or answers to:
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Every man dies. Not every man lives.
Tim Robbins in The Shawshank Redemption

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Thanks for reading our FREE "opt-in only" publication. Please forward this to any one whom you think would find this information useful or interesting. I'm sure they'll appreciate
it - I know I certainly will.

Back issues of the INSIDER REPORT are available at http://startupinternetmarketing.com/ezines/back.html

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The SIM's INSIDER REPORT is a production of Startup Internet Marketing and is owned by Dan Porteous

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