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E-Marketing Performance Blog

PubCon '06: Keyword Selection

Nov. 16th – Wednesday morning I was able to sleep in a bit (thanks to a very agreeable boss). My first session of the day was Keyword Selection: Top of Search, moderated by Joe Laratro. Each speaker had something to offer from a unique perspective. Noteworthy lessons include:

  • Evaluating keywords by: Brand, Conversion, Relevancy, Competition and Query Volume
  • The importance of determining your client’s measures of success.
  • The value (and prohibitive cost) of high level competitive keyword data from Hitwise.
  • Using PPC data as a reference for converting keywords.
  • Looking at offline keyword influences.
  • Using Google Trends to understand search activity

Mainly I walked away from this session with a few good ideas for in-house tools to develop, as well as a couple of new metrics to tinker with.

Max Speed

If the Pole Position Marketing team had a muse—and it does—it would be Max Speed. We love Max’s occasionally off-color, usually amusing and always pointed “Maxisms.” (Maybe “Maxims” would be a better word.) Max gives voice to some of the things we think but, bound by professional decorum, aren’t permitted to say. At least, not out loud.

One Response to PubCon '06: Keyword Selection

  1. Jonas Hartley says:

    It was nice to sleep in that day. Seems that it made for a productive session for you with the in-house tool development.