Latest Search Jobs in Sydney - October 2009

Monday, 26 October 2009

Search is still in high demand. As the market picks up Sydney is again becoming candidate poor with search candidates securing new employment. Big brand search agencies are again calling for quality search engine marketing and optimisation staff. Here are three new SEO and SEM jobs that need to be filled this side of the New Year.


1. SEO/SEM Account Manager: OTE $120K


This is a strategic marketing role, where you will help you clients build a search strategy to sell their products and services. You will not be hands on with the operations side of search but will work closely with the search experts to help your clients achieve their results. This is a big brand search company and you will be working with top tier clients. Ideally you will have agency experience working in the digital space with big brand clients.


2. SEO Specialist: $70-80k


In this role you will be looking after Tier 1 clients. You will help them build their search strategy and grow their business. In this role you will look after all aspects of onsite optimisation and work with a team of specialists to build links and write content for your clients. This is a new position bases in North Sydney. There is a great team to work with and you will get the chance to strategise with major clients.


3. SEM Specialist: 60K


This is an excellent opportunity to join a great search team. You will be looking after big clients and you will be hands on with the campaigns. This is a really social location based in the heart of the Sydney CBD. If you love SEM then this is the role for you.

If you are interested in any of these jobs, contact Ronan on 02 93465232 – ronan.mahon@xpand.com.au

Basic Landing Page Optimisation with Omniture SiteCatalyst

Wednesday, 21 October 2009

Measuring the effectiveness of landing pages is crucial to improve the success of your online marketing campaigns. As part of the landing page optimisation process, you want to try as many landing page creatives as possible, identify the ones, which generate the most conversions and then use them and optimise them further.
One of the main requirement of landing page optimisation, is to be able to measure, which landing page performs the best.

Omniture provides an out-of-the-box tool for multi-variate landing page optimisation called Test and Target, however if you have a limited budget and relatively simple requirements in terms of testing, it might be easier and more cost-effective to configure SiteCatalyst for basic landing page optimisation rather than investing in Test and Target.

Configure SiteCatalyst for Landing Page Testing

One of the main advantage of SiteCatalyst, is the extensive number of custom variables that can be set for specific tracking needs. In this case we will use a custom conversion variable (eVar) to "tag" each landing page individually and then compare them across metrics.

Let's say you have three different offers (A,B,C) which have a specific landing page (LP-A, LP-B and LP-C). Obviously, you want to measure, which one converts the best. For this purpose we will use eVarX, which will be populated with the landing page name.

1: The first step is to define and configure an eVarX using the SiteCatalyst Admin Console (Make sure this eVar is not already used for something else). The type should be set as "text string". Allocation and expiration are up to you.

2:To work, the eVar needs to be called and populated each time someone is looking at your landing page. In other words, every time one of your landing page is loaded, the specific eVar should be called in the Omniture tracking code (bottom of the page)and populated with the name of your landing page.

If you use static pages, it is quite easy and you just need to add the following code within the Omniture Javascript Tag:

For example:
Landing Page A: s.eVarX="LP-A"
Landing Page B: s.eVarX="LP-B"
Landing Page C: s.eVarX="LP-C"


If you use dynamic pages or a CMS, you might need to consult your developer to set up a code, which will call this eVar with the right value everytime the page is loaded.

3: You'r done! You just need to wait for some traffic to arrive and then see the results in your SiteCatalyst report ( Custom Conversion > Custom Conversion X > Evar Name). In this Report, you can then add relevant metrics and then compare the effectiveness of your landing pages.

This basic landing page testing method is very easy and effective if you have a limited number of static landing pages and need to test them on ad-hoc basis, however for a large amount of landing pages or for on-going testing, this method can be quite work intensive and not as effective as advanced landing page optimisation tools.

Search Engine Room Conference 2009 Sydney, November 18th

Saturday, 17 October 2009

This year's edition of Search Engine Room, one of Australia's leading search conference, will take place in Sydney on November 18th. The theme for 2009 is "Traffic: Get it, Keep it, Use it".

I had a quick look at the program and found some pretty interesting sessions. The opening keynote with Justin Baird from Google will discuss the recent changes in search including personalisation, localisation and portability. Hopefully the session will focus on Rich Snippets. The morning presentation on SEO and website migration should also be quite valuable.

For more practical information, the conference will feature 3 cases studies, which will present the online strategy and efforts of leading Australian websites including Get Price and Woolworth.

The event costs $549 for one day ( Sorry just missed the Early Bird, which finished on October 16th)

View Through Conversion Metric in Google Adwords

Wednesday, 14 October 2009

On September 30th, Google announced the introduction of a new converison metric in Google Adwords. The new metric is called View Through Conversion and aims at offering more visibility on the performance of banner ads in the Google Content Network.

Why this metric

Ads in the Google content network usually do not perform as well as ads in the search network (some exceptions might exist) or more exactly, they do not perform in the same way.

Ads in the search network targets users searching for products or information. In this scenario, the user is the instigator; he "asks" for some sort of information and expect "answers". If your ad is relevant to the user query, he is more than likely to click on it and if your product or information matches what he is looking for, he is more than likely to purchase or convert.

Ads in the content network or more generally display ads are a bit different. In this case the user is "browsing" and not actively looking for specific information. The banner ads or text ads are here to entice him to click. As the user intent is not the same , the click-through and direct conversions are usually lower than in the search network.
However, banner ads offer more opportunities for brand exposure (branding) than search. You will be able to display your brand in a better way (image/flash) and in locations where you are more than likely to reach your target audience.

Even if it does not translate into a direct conversion, branding (banner being displayed) can result in a user searching for your brand in Google or even go to your website later on and buy your product. These indirect conversions will not be recorded under display ads or content network in your analytics report even if branding has probably contributed.
The View Through Conversion metric actually fills this gap and allows you to measure the number of conversions, which resulted from a banner being displayed.

How to use the View Through conversion metric

The main purpose of the metric is to measure the "indirect' impact of banner ads. If someone has viewed one of your banners and not clicked, but has converted in a 30 day period (whatever medium is used for the conversion), your banner will be attributed a view through converison. You can then measure the impact of each banner and optimise them accordingly.
While not perfect (the results still need to be interpreted with caution), this metric offers a good way to measure your ROI and justify your banner display spending.

Adobe acquired Omniture

Thursday, 1 October 2009

On September 15th, Adobe Systems acquired Omniture Inc for approximately $1.8 billion dollars. Under the new agreement, Omniture will become a business unit of Adobe with the following mission:

Revolutionise the way the word engages with ideas and information. By combining Adobe's content creation tools and ubiquitous clients with Omniture's Web Analytics measurement and optimisation technologies, Adobe will be well positioned to deliver solutions that can transform the future of engaging experiences and e-commerce across all digital content, platforms and devices


While not completely anticipated, this move was not totally unexpected as Omniture has shown many signs:

Over the last two years, Omniture has demonstrated a very agressive external growth strategy, with the acquisition of 5 web analytics companies (Visual Sciences, TouchClarity, Instadia, Offermatic, Mercado). All these acquisitions re-inforced Omniture's market shares in the web analytics market and contributed to expand the Omniture Suite of products.
Omniture has also invested on business development all over the world in order to build a strong portfolio of Fortune 500 companies.

Strategically, this partnership makes quite a lot of sense for Adobe and hopefully will help creating more bridges between the Flash technology and e-commerce as well as improve the way Flash can be measured and tracked.