A guide for moving beyond bid-centric strategies and improving all elements of a performance-based program.

Search advertisers who are exercising their budgetary ad muscles on keyword bid management are fighting a challenging battle. While quality scoring implemented by the search engines has helped to level the playing field for search marketers large and small, the dependency on keywords to attract business is siphoning valuable dollars from overall ad budgets. It’s time to move beyond bid-centric strategies and look at ways to improve all elements of your performance-based programs, from sales lead generation through sales conversion.
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 Yahoo recently introduced the ‘robot-no content’ tag which allows users to specify what content they do not want the search engine spiders to crawl due to irrelevance. This ensures that the search engine crawler will only look at relevant information. This will help bridge the gap of having a website that caters to users or search engines. With this content filtering, it could be possible to have a website that does both.  This new concept will help webmasters in optimizing their sites better. Sometimes, there’s content on the site that isn’t quite relevant to the main content of the site; for instance, privacy statements, mission statements, terms and conditions, etc. Instead, you can get the Yahoo search engine crawler to only look at the content in which you would want them to by applying this ‘robot-no content’ tag to certain parts of the page that indicate to Yahoo’s search engine crawler what parts of the page are unrelated to the main content and are only useful to visitors.
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Ya, ya…it’s Father’s Day and there is no way that I should be blogging at this time but, like so many of you out there, I can’t quit thinking about SEM tactics!As the picture depicts above, today’s topic will be long tail economics.  For those green thumbs out there that have never heard this term thrown around, I believe you will enjoy this entry.Whether you have been managing your search campaigns for years, in the initial stages of keyword research, or just learning about paid search, never forget the phrase long tail economics.  It is the strategy that every major search agency should implement.  So…what does it mean and how does it work?  It can be best understood by the below real life scenario that our company has been faced with multiple times.
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