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 Questions
Internet Statistics NORTH AMERICA INTERNET USERS AND POPULATION STATS Area Population % Pop. Internet Users Use Growth (00-05) Penetration Total North America 328,387,059 5.10% 221,437,647 104.90% 67.40% Rest of World 6,083,680,126 94.90% 667,243,484 163.90% 11.00% Total 6,412,067,185 100.00% 888,681,131 146.20% 13.90% Source: Internet World Statistics, March 2005
Search Engine Usage Source: Neilson Net Ratings Surveys consistently show Google preferred by 70% of searchers
Search Engine Who Powers Who Background Information and Statistics Why Google is even More Important: www.bruceclay.com/searchenginerelationshipchart.htm Source: Neilson Net Ratings Surveys consistently show Google preferred by 70% of searchers
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? Google MSN Yahoo Top Sponsored 9.20% 37.50% 53.10% Alt or Featured 20.90% 12.50% 10.20% Main Organic 65.70% 50.00% 34.70% Side Sponsored 4.20% 0.00% 2.40% Study Results from Enquiro
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% Source: joint eye tracking study by Did-it.com, Enquiry, and Eyetools
Search Engine Optimization Search Engine Optimization is the enhancement of a website with the goals of appearing towards the top of relevant search result pages. Real Goal Drive TARGETED TRAFFIC to your site Benefits: High positioning for multiple phrases Very economical (still requires time) Long term positioning Residual effects are applied to entire site
Search Engines Goal: Return the most relevant results to the end user Search Engine Spider Web Pages Search Engine Index
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 them
Technical 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 REMEMBER: The goal is targeted traffic
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 where you 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. Set max daily and weekly budget
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 Direct Mail Campaigns - $9.94/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, make your site more relevant for your traffic
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 QUESTIONS?
Thank You For more information please contact: Marcia Nita Doron Altico Advisors 508-485-5588 x107 mdoron@alticoadvisors.com