Red Door SEM Qualifications
Paid Search Advertising
- Google AdWords Professional and Yahoo! Search Marketing Ambassador
- Appropriate contacts at Google, Yahoo! and MSN
- Accountable revenue model: Monthly fee based on resources required
- Invoiced monthly net 30-days
- No monthly minimum
- Campaigns managed by Omniture Search Center
- SEO/SEM scorecard and executive summary
- Measure PPC conversion and ROI: ROI is positive when [value per acquisition] is greater than [cost per acquisition]. These metrics come from Web Analytics such as Google Analytics, Omniture, Visual Sciences etc.
- Department of User Experience responsible for multivariate testing
- Consulted individual companies spending over $20MM annually and managed small accounts less than $100k annually
- Client-references and/or case study on request
Natural Search Optimization
- Experience and success training billion-dollar companies
- Experience and success with teaching in-house teams how to create in-house SEO best practices for content strategy
- Experience and success creating personas and matching campaigns to personas
- Documented 8-step keyword research process using several tools including Trellian Keyword Discovery, SEMphonic Campaign Tracker, Google AdWords and several additional internal tools
- Distinguish organic non-brand keywords vs. organic brand keywords using Web Analytics software. We credit non-brand keywords only, to conversion and ROI metrics for SEO
- SEO/SEM Scorecard and Executive Summary Report each quarter
- Mine competitive intelligence about client competitors through our Search Marketing and Measurement (SMM) Report
- Fixed pricing or retainer
- Recommend a natural and paid search integrated management approach
- Client-references and/or case study on request
General Vendor Qualifications
- Forty full-time employees within five main departments including Client Services, Technical Services, Creative Services, Search Marketing and User Experience.
- SEM conferences we attended and/or speak at include SES San Jose, SMX Local/Mobile, SMX Advanced, PubCon, SIS Park City, XChange, INFLECTIONPoint, SIS Captiva Island FL., SMX West, Omniture Summit, SMX Social Media, DMA '08.
- Trade publications we write for include iMedia Connection (SEO/SEM, Mobile and Branding), Search Engine Land (in-house SEO/SEM), Website Magazine (SEO/SEM), OMMA '08.
- Links to search industry articles we have written include ClickZ, iMedia, Website Magazine, and Search Engine Land
- Traditional affiliations include
- Association for Computing Machinery Special Interest Group on Computer-Human Interaction (SIG-CHI)
- American Institute of Graphic Artists (AIGA)
- Building Industry Association
- CommNexus
- International Webmasters Association / HTML Writers Guild (IWA/HWG)
- National Association of Broadcasters
- Project Management Institute
- Public Relations Society of America, San Diego Chapter
- San Diego Ad Club
- San Diego Employers Association
- San Diego Technical Writers Association
- San Diego Venture Group
- Search Engine Marketing Professionals Organization (SEMPO)
- Web Analytics Association
- All in-house programmers and designers; no outsourcing
- Analytics other than Google Analytics used include Omniture, Visual Sciences, and Web Trends
- In-house methods to measure offline conversions include tying into a CRM or accounting package (like Salesforce), or take advantage of POS integration as we've done with Rubio's restaurants.
