For those that are interested, it is worth while having a listen to the Keynote from SES Chicago by Danny Sullivan.

Who knows, we may even see him in Sydney one day!
We discussed Click Fraud - Here are a couple of links about this topic that you might find useful

• Andy Beal’s Marketing Pilgrim blog has a great recent article about Click Fraud quoting it at 2% on Google, but they like to call it “invalid clicks”, there’s another one for the jargon book.
• Yahoo! Information
• Google Click Quality Team report called How Fictitious Clicks Occur in
  Third-Party Click Fraud Audit Reports

This is the link to the 15 page ebook written by Glenn Murray of Devine Write which is a great resource for anyone interested in online copywriting & linking - SEO Secrets by Glenn Murray of Devine Write

Tools I like & use

Marketleap is US based company that specialise in search engine optimisation but most importantly they have some great FREE search engine marketing tools.

A Link Popularity Checker to help you independently measures your website’s awareness and overall visibility, also shows you who many inbound links you have + you can include your three nearest & dearest competitors in this report to see how you stack up against them.

The Search Engine Saturation tool simply refers to the number of pages a given search engine has in its index for your website domain. Not all of the search engines report this but enough of them do to create some meaningful benchmarks for your search marketing campaigns & optimisation programs.

Last but not least, the Keyword Verification tool, this verification tool checks to see if your site is in the top three pages of a search engine result for a specific keyword.

Marketleap are members of an organisation that I am a member of called SEMPO**, the Search Engine Marketing professionals Organisation, I also used these great tools on a day to day basis in my previous life as a Search Engine Marketer.

Another useful tool comes from Searchwho.com, there tool allows you to see what the SE Spiders see, whilst my blog for Search Engine Bootcamp isnt the best example, here is what the Spiders see when they crawl it.

Something I always found useful is the Search Engine Relationship Chart by a company called Bruce Clay inc, there is a flash version or a PDF version, recently they added one for Local Search which is great plus a histogram of the Search Engine Relationship Chart which is funny to look at having been involved in search for a few years.

FYI - I am on the SEMPO Global Committee & I am setting up an Australian Chapter, this will be open to everyone, please let me know if your interested in the benefits of becoming a Member.

**SEMPO Mission: SEMPO is a global non-profit organization serving the search engine marketing industry and marketing professionals engaged in it. Our purpose is to provide a foundation for industry growth through building stronger relationships, fostering awareness, providing education, promoting the industry, generating research, and creating a better understanding of search and its role in marketing.

There are over 800 million searches per month in Australia, here is an overview of the Australian PPC search market share (revenue), by search engine product*

• Google Adwords 60%
• Yahoo! Search Marketing 33%**
• Sensis at 7%

Paid search advertising is 18% of the total online advertising market in Australia* & this reached $70 million in 2004*, paid search advertising is growing, Frost & Sullivan estimates indicate that it will to grow by more than 28% between 2006 & 2009** Frost & Sullivan Australia, 2005
**YSM sell PPC on both 9msn & Yahoo! in Australia

Millions of Australian internet users are turning to search engines everyday to look for Websites that hold the information that they need.

The popularity of advertising on search engines in Australia (+globally) has increased dramatically over the past three to four years, offering marketers the ability to gain top ad spots for keywords that are relevant to their business quickly and simply, best of all, you’re not bugging potential prospects with annoying and blindly targeted pop-up ads or spamming them with email.

Buying your way to the top of search results is something that may seem easy, however, managing an effective advertising campaign via search engines can be complicated and requires a well thought out approach and some careful planning, Search Engine Bootcamp will guide you through all the steps to a successful search engine marketing campaign.

If you’re new to search engine advertising, the process of starting an account, picking a few keywords, writing some ad copy and placing the bids on the keywords can seem relatively easy and effortless, all you need to do is wait for the traffic to roll in and convert into leads, right?

Wrong! A whole host of issues can confront you regardless of whether you’re a seasoned search engine marketer or a newbie.

For example:

• What if your competitors starts targeting keywords that closely resemble your own brand name?
• Starts out-bidding you (which may cost you more per click)
• Your manager asks you for a set of specific ROI numbers to justify the expense of the campaign last month?
• How do you track the cost of a campaign and ROI with three different PPC products?

These are just a few examples that can get in the way of the performance of a healthy search engine marketing campaign.

Don’t forget the free referrals that comes from the search engine index, is your site friendly enough to get crawled in the first place?

Having an holistic approach to both areas of search marketing is a must today.

Search Engine Bootcamp Topics will include tips & tactics on how to get the most out of your website for either organic search (free) and PPC (paid) search results.

At Search Engine Bootcamp you will learn all the industry jargon, find out where the experts go to keep themselves up to date, what tools and techniques they use to get the best results from Google, Yahoo, 9msn & Sensis, but more importantly we will show you how to improve you ROI from Search Engine Marketing.