SEM/SEO. Tracy Smith Vice President, Performance Marketing

Transcription

1 SEM/SEO Tracy Smith Vice President, Performance Marketing

2 SEM/SEO is About Prominence on Major Search Engines Combined, these these search search engines engines essentially reach reach all all Canadian Canadian internet internet users users

3 Paid Results (SEM) Appear Based on Relevance and Cost Per Click Search Search Engine Engine Marketing Marketing (SEM) (SEM) is is about about making making businesses appear appear in in Paid Paid Listings Listings

4 Organic Results (SEO) Appear Based on Relevance & Credibility Search Search Engine Engine Optimization (SEO) (SEO) is is about about making making businesses appear appear in in Organic Organic Listings Listings

5 The Canadian SEM/SEO Market Will Reach the $1 Billion Mark in 2012 $602 M $621 M 16% 16% $756 M 16% $857 M 16% $1.0 B 15% $1.1 B 16% $1.2 B 16% 84% 84% 84% 84% 85% 84% 84% SEO SEM 2008A 2009E 2010E 2011E 2012E 2013E 2014E By By SEO/SEM SEO/SEM will will represent represent 35% 35% of of online online media media spend spend Source: IAB and Magna 2010 Advertising Forecast

6 SME s That Have Used SEM or SEO Believe They Offer a High ROI 100% 80% 86% 85% 60% 40% 20% 0% SEO SEM SEM SEM and and SEO SEO generate generate the the highest highest perceived perceived ROI ROI after after marketing (87%). (87%). Trackability of of results results likely likely contribute contribute to to this this perception Source: YPG CRM advertiser survey, January 2010

7 The SME Market Is Fragmented and Underserved Corporate Enterprise SEM Specialist Agencies Full Service Advertising Agencies Interactive Advertising Agencies SEM & Web Design Specialists Limited number of big players SEM offered as part of larger advertising play Highly fragmented & competitive Small Medium SEM Specialists for SME s Highly fragmented Underserved market SEM Web Design Interactive Advertising Comm. (traditional)

8 YPG Has the Needed Assets to Win in The SEM/SEO Space This is an extension of directional media We are the reference in local search We know how to service SMEs We have coast to coast sales presence

9 Moreover YPG Has the Product Offering to Best Serve SME Needs SEM Solutions Prominence on Google, Yahoo, Bing SEO Solutions Improves ranking on Google, Yahoo, Bing All All about about leads, leads, not not just just clicks! clicks!

10 Introducing Search Engine Solutions

11 SEM

12 User Enters Keywords

13 Paid Listing - Ad Campaign Unique URL

14 Customer s Unique Campaign Page - Trackable Unique URL

15 Mirror of Customers Website - Trackable Unique URL

16 SEM Advertiser Reports

17 SEO

18 YPG SEO Offer On Page Factors Off Page Factors Information is relevant, consistent and easy to find throughout the website. Good quality, relevant, inbound links give credibility to the website. Both Both help help make make sure sure search search engines engines see see website website as as a a good, good, reliable reliable source source of of information by by search search

19 What Search Engines Look For On Page Factors Off Page Factors Recommendations to improve website content and how it is recognized by search engines Creating inbound links to a customer s website (from directories, blog posts, etc.) Landing page optimization Create Title & Meta Tag Edits Website Copy Edits General Directories Article Creation and Distribution Social Links and sharing Blog Post Creation and Distribution Emphasis Emphasis is is on on Off Off Page Page Factors Factors that that represent represent approximately 70% 70% of of organic organic ranking ranking

20 SEO Case Study Vending Machine Company Toronto Optimized site for vending machine toronto and vending machines toronto Average of 2,900 exact searches monthly BEFORE YP SEO WITHIN 4 MTHS 12 th on Google 3rd on Google 5 th on Yahoo 1st on Yahoo 3 rd on Bing 1st on Bing

21 SEO Advertiser Reports

22 SEO Advertiser Reports

23 WEBSITES Coming soon