Search Engine Marketing
Webinar
Search Engine Marketing
Agenda
• Introductions
• Background Information and Statistics
• Search Engine Optimization (SEO)
• Pay Per Click (PPC) - Overview
• Driving Targeted Traffic
Internet Statistics
Source: Internet World Statistics, March 2005
13.90% 146.20% 888,681,131 100.00% 6,412,067,185 Total 11.00% 163.90% 667,243,484 94.90% 6,083,680,126 Rest of World 67.40% 104.90% 221,437,647 5.10% 328,387,059 Total North America Penetration Use Growth (00-05) Internet Users % Pop. Population Area
Search Engine Usage
Source: Neilson Net Ratings
Search Engine – Who Powers Who
Source: Neilson Net Ratings
Surveys consistently show Google preferred by 70% of searchers
Background Information and Statistics – Why
Google is even More Important:
Portions of a Google Page
1 – Top Sponsored Links 2 – Side Sponsored Links 3 – Information Feeds
4 – Organic Search Results 5 – Organic “below the fold”
Where are Searchers Looking?
Study Results from Enquiro
2.40% 0.00% 4.20% Side Sponsored 34.70% 50.00% 65.70% Main Organic 10.20% 12.50% 20.90% Alt or Featured 53.10% 37.50% 9.20% Top Sponsored Yahoo MSN Google
Why is it Important to Rank Highly?
Organic Ranking Visibility(shown in a percentage of
participants looking at a listing in this location) Rank 1 - 100% Rank 2 - 100% Rank 3 - 100% Rank 4 - 85% Rank 5 - 60% Rank 6 - 50% Rank 7 - 50% Rank 8 - 30% Rank 9 - 30% Rank 10 - 20%
Search Engine Optimization
• Search Engine Optimization is the enhancement of awebsite with the goals of appearing towards the top of relevant search result pages.
• Real Goal – Drive TARGETED TRAFFIC to your site Benefits:
9 High positioning for multiple phrases
9 Very economical (still requires time)
9 Long term positioning
Search Engines
Goal: Return the most relevant results to the
end user
Search Engine Index Web Pages
SEO – Key Factors
• Content is King
– Keyword relevance
– Keyword density
• Links – quality and quantity
• The Background Technical Stuff
– Meta Tags: title, keyword, description
– Spider Friendly – navigation and technology
– Careful: frames, dynamic pages, new sites
No sense getting traffic if site is not going to convert or keep themTechnical Stuff
<html> <head>
<title>Trefler & Sons - finest quality art and antique restoration of fine art objects in Newton, MA.</title>
<meta name="description" content="Trefler & Sons provides the highest quality art and antique restoration anywhere in the world. We can repair restore damage to all your fine art objects, including porcelain, ceramic, collectibles, furniture, frames and paintings.">
<meta name="keywords" content="Art and antique restoration, antique frame restoration, frame restoration, refinishing veneer furniture, furniture repair, furniture restoration, furniture
upholstering, crystal repair, chandelier repair, antique glass repair, ceramic repair, porcelain repair, water damage restoration, fire damage restoration, metal polishing, metal restoration, Newton MA">
Title Tag: Critical, different per page
Description: Results page (SERP)
Keywords: Very little importance to SEO now
SEO – High Level Steps
• Keyword Analysis– Tools for Analysis – PPC as a Tool
• Copy writing for the right content
– Readable for Humans and Spiders
• Link Building program (takes time)
– Link Farms no good – Relevant quality links
• Technology must be SEO Friendly
– Technology deployed, source code, navigation
• Monitor, Manage, and Constantly Improve
SEO – Final Thoughts
• Manage results but don’t obsess over rankings
– Google changes by the minute
• Keep updating site – content changes count
• Long term link building
• Stick to a plan for a period of time
• Track conversions
• Must stay on top of industry trends and changes
• PPC is a good testing tool …
Pay Per Click (PPC)
• Contextual based advertising whereyou pay when your ad is clicked • Benefits
– Top positioning for all purchased terminology.
– Immediate results. Can be started stopped at will.
– Short term and seasonally friendly. – Local marketers-- geographic friendly. – Very measurable results.
Pay Per Click Providers
• Google and Yahoo (Overture) DOMINATE owning
90% + of the market
• MSN – new product introduced in 2006
• Small Players: (Kanoodle, Epilot, Findwhat,
Looksmart)
Pay Per Click
• Content and Sponsored Search• Keyword Analysis still Critical • Ads, Titles, Descriptions
– Keywords, Specific, Actionable (verb usage)
• Landing Pages – Call to Action that matches AD • Budget Driven to Control Costs
• Test and Modify (Ads, Landing Pages, Keywords)
• PPC – great way to quickly reach (and research) your target audience
Advertising Trends - 1
• U.S. Bancorp's Piper Jaffray has estimated the average cost to acquire a new customer is:
– Search Engine Optimization - $8.50 per new customer – Yellow Page Advertising - $20 per new customer
– Email Marketing - $60 per new customer
– Direct Mail Campaigns - $70 per new customer
– Acquisition costs for television advertising were not available, due in part to the inability to track ROI.
Advertising Trends - 2
Piper Jaffray also reported on the costs associated
with lead generation:
– Search Engine Optimization - $0.29/lead
– Email Marketing - $0.50/lead
– Yellow Page Advertising - $1.18/lead
– Banner Advertising - $2.00/lead
Driving Traffic
• Think in the eyes of your customers and partners
• Brainstorm with all employees
• Design Pages with your targeted traffic in mind
• Constantly improve, add links, build content,
Summary
• SEO and/or PPC should be considered for all Businesses – it is a very cost effective marketing tool
• Industry is constantly changing and evolving but it is not going away
• Understand your business and customers – use the web to attract the right targets
• Once you get the traffic, make sure you have a site that keeps and converts them
