The “S” Trilogy in Search Industry.

We all are familiar with search marketing industry. The “S” trilogy means Search Trilogy. Search Trilogy has three parts.

Search Engine Optimization (SEO) – Organic Marketing
Search engine optimization is process of improving the quality and volume of web traffic to a website by employing a series of proven SEO techniques that help a website achieve a higher ranking with the major search engines when certain keywords and phrases are put in the search field.

Popular SEO Techniques

1) Phase I - (Evaluation, Planning & Research)
a) Basic Analysis of Website
b) Analysis Report of Website
c) Keyword Research
d) Competitor Analysis
2) Phase II - (On Page Optimization)
a) Page Optimization
b) Website Design or Re-design
c) Content Pages (Keyword Rich Pages)
d) Blogs (Online Journal)
e) News Feeds
f) Site Usability
g) Optimize Website
h) Editing Content
i) SEO Articles
j) Programming
k) Sitemap (General HTML Sitemap)
l) Google Sitemap (XML Sitemap)
m) Internal Linking
n) Text link navigation
o) Footers
p) Inline text links
q) Installation of Tracking Tools
3) Phase III - (Off Page Optimization)
a) Article Submission
b) Directory Submissions
c) Reciprocal Link Building
d) Press Release Distribution
e) Forums
f) Blogs
g) RSS Feeds
h) Email Marketing
i) Banner Advertising
j) Podcasting
k) Social Networking
l) Social Bookmarking
m) Wikis
n) Non-Orthodox Link Building
i) Answers.yahoo.com
ii) Wiki.Answers.com
iii) Google Groups
iv) Yahoo Groups
o) By commenting in relative blogs.
4) Phase IV - (SEO Monitoring & Reporting)
a) Keyword Position Reporting (SERP)
b) Pages Indexed Reporting
c) Page Rank Reporting
d) Back Link Reporting
e) Web Analytics Reporting

Search Engine Marketing (SEM) – Paid Marketing (PPC)
Pay per click (PPC) search marketing refers to when a company pays for text ads to be displayed on the search engine results pages when a specific key phrase is entered by the search users. It is so-called since the marketer pays for each time the hypertext link in the ad is clicked on. As a search user, you can identify the pay per click text ads since they are usually under the heading ‘Sponsored links’. You can see them on the right side of web page in Figure 7-4. The position in these paid listing, as they are also known, is determined by the amount bid by a company to be near the top of the listing.

To participate in PPC campaigns, clients or their agencies commonly use PPC ad networks or brokers to place and report on Pay Per Click ads on different search engines. It is necessary to deal direct with Google, which have their own PPC ad programmes such as Adwords select http://adwords.google.com.

Popular PPC Techniques
1) Market Research
2) Keyword Research
3) Ad copy writing
4) Account set up
5) Bid Management
6) A/B Ad Copy Testing
7) Landing Page Optimization
8) A/B Landing Page Tests
9) Multivariate testing (if required)
10) Conversion Tracking
11) Reporting

Social Media Optimization (SMO) – Online Reputation Management (ORM)
Social media optimization (SMO) is a set of methods for generating publicity through social media, online communities and community websites. Methods of SMO include adding RSS feeds, social news buttons, blogging, and incorporating third-party community functionalities like images and videos. Social media optimization is related to search engine marketing, but differs in several ways, primarily the focus on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful SMO.

Popular SMO Techniques
1) Preparation
Preparing tags, descriptions, multimedia items, and text content for use in the social Web
2) Optimizing Your Web Site
Creating a social media and Web 2.0 optimized Web site using RSS feeds and other tools, including using WordPress to power your entire site
3) Starting a Blog
Outlines options and best-practices for starting a blog
4) Podcasting and Vidcasting
Creating a podcast or vidcast using blogging platforms
5) Optimizing Your Blog
Tips and instructions for getting best exposure for your blog or RSS feed
6) Social Bookmarking Sites
Getting the most out of sites like Technorati and del.icio.us. Purpose-built del.icio.us pages explained
7) Crowd-Sourced News Aggregators
Sharing your content on sites like Digg and Propeller
8) Media Communities & Social Calendars
Sharing your multimedia on Web 2.0 sites like Flickr, YouTube, and Upcoming
9) Social Networking & Similar Tools
Tapping the power of social networking sites like Facebook, MySpace, and Squidoo
10) Social Media Newsrooms
Creating the ultimate Web 2.0 tool for your book or business
11) Social Media News Releases
A multimedia version of the standard press release
12) Preparatory Elements for a Social Media Newsroom
Checklist for gathering the content necessary to built a social media newsroom
13) Widgets and Badges
Using widgets and badges from sites like Facebook, MySpace, Widgetbox, and Amazon, that can make your site more interactive, enhance your own Web presence, and promote your blog or RSS feed
14) Advanced Social Media Technologies
Implementing technologies that require a bit more time and commitment, including virtual worlds, Wikis, and Webcasting