Search and Analytics jobs in Sydney

Sunday, 21 November 2010

There have been a sharp increase in the number of search roles in the quarter coming up to the Christmas period, perhaps companies are ramping up for the silly season to get customers spending their hard earned dollars. Here are a few search jobs you may be interested in.

Search | Sales Manager - $60-80k base, super and commissions (sales experience)

Search Engine Marketing Manager - $70-80k base plus super (3-5 years SEM plus team management)

Search Engine Marketing Executive - $40-60k plus super (1-3 years experience)

Web Analytics Manager - $80-100k, plus super (omiture, google, site catalyst - 3-5 years analytics experience)

For all inquiries contact Ronan at Xpand on 02 9346 5232 or ronan.mahon@xpand.com.au

SEO/SEM Strategy: Capitalise on Traffic Generated by Events

Thursday, 18 November 2010

Every year on the 3rd Thursday of November at 12:01 am, the Beaujolais Nouveau, the first French wine of the vintage, is released world wide.
Interestingly, the release of the Beaujolais Nouveau is not only a major event for wine enthusiasts, but has also a dramatic impact on search traffic.

Beaujolais Nouveau Traffic Impact

The Impact of Events on Search Traffic

As you can see, every year at the same period, the traffic for the term "beaujolais" increases dramatically compared to the usual level. The popularity of the event is mirrored online generating searches. Obviously the Beaujolais Nouveau is not the only case and many other popular events do generate similar spikes in traffic. For example the Melbourne Cup has a similar effect on the term 'betting' (see below). Every year in November, the volume of search for this term increases dramatially as punters look for tips to place their bets.

Betting-term-traffic

A Great Opportunity

In most cases, the traffic generated by an event does not last long ( a few days or weeks before and after the event), however it remains a major opportunity for industry players. As a french wine online retailer or for a wine related website, the traffic generated by the Beaujolais Nouveau can bring a lot of new visitors and generate sales. Likewise, the Melbourne Cup offer a tremendous opportunity for any business in the gambling/horse racing industry.
The main advantage of events generated traffic, is the fact that is occur each year at the same time. There is no surprise effect and there is all year to be ready.

Capturing Event Generated Traffic

Being able to plan in advance for the event, offers plenty of opportunity for SEO. Some content can be created a few month before and some links can be built to give the 'event page(s)' maximum opportunities to rank high on D-Day. For yearly event, the optimisation can be improved every year.

SEM (Google Adwords, Yahoo Search Marketing) can also be an opportunity for the late mover. A specific campaign targeting a small range of keywords can be created and put live on the day. SEM will give you the opportunity to have full control of the message and wont require as much work as SEO.
The main drawback is the cost. Obviously your competitors will also be aware of the event and try to do the same, so the cost per clicks will be high. Monitoring the spend on daily (even twice daily) is definately required.

Obviously a good mix of both channels appears to be the best way to leverage the event generated traffic.