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Keyword Strategy in Preparation for the Search Alliance of Yahoo and Bing

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Keyword Strategy in Preparation for the Search Alliance of Yahoo and Bing Powered By Docstoc
					The search environment has indeed taken on a new chapter in these past few months.
The much anticipated development is the Search Alliance 鈥攖 he historic partnership
between Bing and Yahoo 鈥攁 nd everyone is hoping to capitalize on it, even with
Google 鈥檚 continued leadership in the field.
  While this development is being cooked, here were the events that occurred the
search arena these past 2 months: Google has taken a dip sharewise in the past quarter,
but it has managed to keep within 62% of the market share in the US alone (dropping
1.1 points from May ). Bing, on the other hand, improved up to 12.7% (.6 points up
from its previous position), though this is still far from breaking the dominance of
Google. On the other hand, Yahoo also goes up to 18.9% (0.6 points up from its
previous position).
  In a not-too-distant hindsight event, Bing which was re-launched last year as
Microsoft 鈥檚 鈥渄 ecision 鈥?engine, accelerated from 11.6% to 49.4% growth rate
for queries by the end of the year. Google, on the other hand, recorded 20.6% growth,
while Yahoo dipped by 1.9%. Query wise, Bing had an 8% market share upon launch
in May 2009; by December it had almost 11%.
  Bing is also said to be taking over the search functions for Yahoo. (An exception
would be in Japan, where the local Yahoo franchise contracted Google to run the
search system). This would mean a further climb to prominence from Bing, and the
minimizing of Yahoo home input into their system. It could also play a factor in
Yahoo Search Marketing 鈥檚 current #2 position among US search networks, and
may either trigger a move to Microsoft Ad Center; or a revamp of the system, with
Yahoo hardly squandering its current position, but introducing new rules to their
system.
  Yahoo Search Marketing itself has also put up a transition center for the companies
advertising through their search. This page is complete with bullet points, and details
that need to be undertaken. It also has put up some Editorial guidelines to also serve
as a guide for the transition process.
  And if there was still any doubt where the new information for Yahoo will come
from, the Bing Search Blog couldn 鈥檛 have stated it any better:
  "For webmasters, it 鈥檚 important to be familiar with how the Bing crawler
interacts with your site. After the full algorithmic transition is complete, you only
need to optimize for one crawler (Bing), as we will provide Yahoo! with results from
our index.鈥?
  In lieu of this movement in the search arena, we can now prepare on how to use the
upcoming search merger. Here are the tips on how to partake in the ad keyword chase
for the Search Alliance revamp.
  Keep researching statistics on Google.
  Here 鈥檚 a useful tip: Google doesn 鈥檛 have much difference with Bing yet in
terms of bidding 鈥攁 lthough it is slightly up by some points. So, if you have a
keyword tool, think twice about getting rid of the research aspect of it, especially the
part mentioning the Daily Ad Budget, Clicks per Day, Average Cost per Click and so
on. It could still be useful for your transition strategy.
  KeywordSpy 鈥檚 Research module can provide you information on a keyword in
the Adwords network, including its Search Volume, Google CPC, and the PPC
advertisers using it, among others. But one nifty feature is knowledge of the other
keywords remotely connected to it, whether by definition, category or even
misspellings.
  What 鈥檚 more, knowing related keywords will give you the terms on which you
could build your Tracking campaign later on to cover the other two search engines.
Since you would want to monitor the performance of these keywords in real time, you
would then include them in your own tracking campaign.
  Consider getting keyword tools which cover Bing and Yahoo:
  Now, if you already have a Tracking module with KeywordSpy, now 鈥檚 the best
time to make use of it. If not, then better avail of it now. Since it allows you to track
keywords over Bing and Yahoo, and in key territories at that, consider this as your
edge once you compete with competitors in other engines and get a share of their
market there.
  To illustrate, we look at the weight loss market. Through KeywordSpy Tracking, we
create a campaign using keywords such as: 鈥渨 eight loss, fat loss, lose weight,
dieting plans, fast crash diets, no carb diet 鈥?among others. Once we have included
them in a Tracking campaign over Google, Yahoo and Bing, and run them for at least
a day, we get to know other websites using the keywords and get the following raw
PPC information from a sample of websites:
  1) NutriSystem.com Google: Keywords -37; Ads 鈥?77; Coverage 鈥?17.91%
Yahoo: Keywords -32; Ads 鈥?237; Coverage 鈥?11.92% Bing: Keywords -37; Ads
鈥?77; Coverage 鈥?17.91%
  2) Shape.com Google: Keywords -35; Ads 鈥?1504; Coverage 鈥?7.73% Yahoo:
Keywords -39; Ads 鈥?1393; Coverage 鈥?25.27% Bing: Keywords 鈥揘/A; Ads
鈥?N/A; Coverage 鈥?N/A
  3) Smarter.com Google: Keywords -3; Ads 鈥?619; Coverage 鈥?0.00% Yahoo:
Keywords -42; Ads 鈥?60878; Coverage 鈥?17.91% Bing: Keywords -17; Ads
鈥?16266; Coverage 鈥?0.00%
  *N/A 鈥?No information tracked
  With information from the Tracking module, you can see which competitors are
using more keywords, and for what category. Take for example, Nutrisystem.com.
They seem to be running a well-balanced coverage campaign, covering 17.91% of the
PPC keyword market in Google, 11.92% for the keywords on Yahoo and 5.83% on
Bing. Now, as Bing would be the major beneficiary of the alliance, I would consider
taking advantage of the results here for my PPC campaign on Bing. I wouldn 鈥檛
want to take my stranglehold off of Yahoo, though, being a considerable leader in that
field.
  If I were Shape.com or Smarter.com, though, I would be a little concerned, since
Bing would be the prime mover in the search alliance, and I would have no ads there.
Given the tight timetable, I would probably put in ads on Bing as an experiment. Then
tracking the keywords over time, I could then gauge their feasibility once I have
incorporated them into the Search Alliance network.
  Now for Organic data tracked for the keywords, different results will be shown. But
aside from the difference in websites, there is also a difference in metrics, with the
Ads metric out (This is obviously due to ads not applicable as a measure for Organic
data).
 Some of the websites admittedly are hardly related to the type of sites we wished to
investigate. However, there are mainly related websites, including the one stated
below:
 Freedieting.com
 Google: Keywords -16; Coverage 鈥?12.96% Yahoo: Keywords 鈥?16; Coverage -
11.26% Bing: Keywords -24; Coverage 鈥?21.03%
 While it has 12.66% coverage of keywords on Google, and 11.26% coverage on
Yahoo, it leads in Bing with 21.03% of the coverage. So it looks like the site is up for
a good headstart on Bing, in the organic ranking aspect.
 Do experiments on creating further Ad Campaigns for Bing and Yahoo:
 Whether or not the new Search Alliance will have an ads editor remains to be seen,
but you can test the waters with the search networks of the two individual search
engines. Testing with Bing would be also advised, given that it will control the search
algorithms. If you have campaigns already with Yahoo and Bing, you 鈥檙 e off to a
good start, but also consider tweaking the campaigns a bit also if you have room for
small risks.
 KeywordSpy, as we all know, has the new Advanced PPC Exporter for domain
searches, which will enable you to do quick exports to campaigns in either Google
AdWords, Yahoo Search Marketing or Microsoft Ad Center formats 鈥攃 omplete
with auto bid features and match type generators. This will make tweaking more
convenient for you by shortening the time needed for you to set up campaigns, and
devoting it instead to the analysis of the performance of these campaigns.
 A disclaimer, though: The foresights mentioned do not take into account the growth
prediction for the Search Alliance as it is. However, with a slow, steady growth, the
component search engines of Bing and Yahoo appear to establish themselves as
prominent forces. For this Google must also be mindful. And so should you.

				
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