How to get started with search marketing

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1 How Search Marketing Works How to get started with search marketing How and why to optimize for organic search How and why to get listed in directories How and why to utilize paid placement Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 3-1

2 Organic Search Techniques to improve organic search results == search engine optimization (SEO) Can be least-costly approach or frightfully expensive Basic steps Get pages into the search index Choose the right keywords to target Optimize your content Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 3-2

3 Costs for SEO Search marketing consultants Not cheap! $5-20K for optimization of a few pages $100K+ per year for large site, problems well-addressed But re-captures lost traffic (=sales) Content and technology changes Content changes typically less expensive Technology changes (improve search engine spidering of your content) can be complex & costly Paid inclusion No guarantee of ranking highly Yahoo: Annual fee of $49 (first URL) Plus CPC of $ Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 3-3

4 Benefits and challenges of SEO Traffic increases of 38%-110% depending on expertise of optimizer [Marketing Sherpa, 2005] Highly qualified visitors will come to your site More qualified than banner ad clicks More qualified than paid placement clicks You can do it on a budget Existing ranked pages can often be tuned easily Improvements last (unlike paid placement) What you do works across search engines Some SEO will improve rankings on multiple engines Only four engines power most of the search sites Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 3-4

5 X A9 Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 3-5

6 How to get started with SEO Get your pages indexed If you aren't in, you can't be seen Details coming in chapter 10 Choose the right keywords to target Focus on queries searchers should use to find you Details in chapter 11 Optimize your content for those keywords Pages need to contain the query terms with right frequencies in the right places Details in chapter 12 Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 3-6

7 Directory Listings Only two of value: Yahoo dmoz ODP What it costs ODP is free Yahoo: $299 for review No guarantees Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 3-7

8 Directory Listings Benefits Increased traffic Improved rankings Simple and inexpensive Challenges Editorial changes Poor responsiveness Limited exposure Getting started is easy Find correct category and submit site Editors review submission and visit your site Your site gets listed (with edited category and description) Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 3-8

9 Paid Placement Three major vendors cover most of market Google Yahoo Microsoft Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 3-9

10 Creative costs Paid Placement Costs Ad titles/descriptions are time-consuming ($15-$50/ad) Management costs Ave. number of keywords managed is > 17,000 per marketer [Marketing Sherpa, 2005]. Need to manage campaign! Per-impression fee (CPM) From $10-30/thousand impressions Per-click fee (CPC) Wide range: $.10 to $30 or more Google 2005 average is $1.61 [Marketing Sherpa] Per-action fee (CPA) Varies widely as percentage or flat rate Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 3-10

11 Average Price per Click for US Paid Search, $0.50 $0.40 $0.42 $0.44 $0.45 $0.47 $0.40 $0.36 $0.30 $0.29 $0.20 $0.10 $ Source: JupiterResearch, August 2004 Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 3-11

12 Paid Placement Benefits Highly qualified visitors will come to your site Already interested! You see immediate results Organic changes can take weeks or months before visible It is inexpensive to get started You pay only for visits to your site Need to watch for click fraud You can target your audience with text How to get started Determine target keywords, descriptions, and URLs Submit; get reviewed; determine bids Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 3-12

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