Sem Mini Presentation
- 1. Overview of Search Engine Marketing Knowledge & Expertise Technology Customer Service Search Engine Marketing Simple Solution What is going to help YOUR BUSINESS
- 2. Internet Users in the World Growth from 1995 - 2010 Google Is Founded AOL Introduces Flat-Rate Access 1 Billion Users Online Online Matchmaking Grows Over 200% Napster File Sharing Network Makes It Big Howard Dean Uses Internet As A Powerful Campaigning Tool You Tube Goes Live Market Growth & Potential
- 3. Market Growth & Potential Spending for online search is expected to grow to $17 Billion by 2012.
- 4. 86% of local searchers follow up with a phone call or an in-store visit 61% end up making a purchase (according to 2007 research) Source: TMP Directional Marketing, 2007 Intent to Purchase
- 7. PPC & Sponsored Links Sponsored Links
- 8. PPC Management & Complexity Campaign creation, monitoring and optimization Keyword Creation: Keyword Selection; What are the best Keywords? Bid Management & Budgets: What is the Proper Budget? What is the right bid for each keyword? Ad Copy: What is the compelling Ad Copy? Ad Testing; Ad Copy guidelines Landing Page Selection: What is the right landing page? Quality Scores: How do you set up campaigns with good structures? Geo-Targeting: Types of targeting; US, Region, state, area, city, Neighbor. Tracking & Reporting: Day parting methods; Management on all 3 engine platforms
- 10. SEO & Organic Results Organic Results
- 11. Algorithms & Spiders The same things you are looking for: Content Relevancy (Search engines read text) Links: Trust & Authority (prominence of the site) What are they looking for? Site Architecture (URL & Page Structure)
- 12. SEO Factors Site Architecture Content (Relevancy) Links (Trust & Authority) URL/Page structure Bad URL Structure Good URL Structure
- 13. Building Value Summary Most searchers click organic results (between 60-70%) Easier to maintain position once established Can appear in hundreds of SERP’s Organic traffic is “free” Easily measured SEO
- 15. Business Profile Local Results
- 17. Profile Distribution 50+ search engines and directories
- 18. Online Reporting 24/7 Whenever you need it All in One Google, Yahoo, MSN PPC Clicks, Conversion, Engine Keyword Level SEO Rank Clicks, Conversion, Engine Keyword Level Profile Views, Clicks, Conversions, Etc. Call Tracking Caller Detail (Name, Address, Phone) Calls Answered, Missed, things By Date
- 19. SEO Investment Organic Traffic Cost Organic Traffic Performance PPC Cost & Traffic
- 20. Advantages of SEM Highly Measurable Make Changes on the Fly Take Orders 24/7 Low Cost of Entry Cost Effective
- 21. Thanks For Your Time !
Editor's Notes
- #2: OrangeSoda provides solutions to small and local businesses by simplifying the search engine marketing process. This is done by technology, customer service and experienced experts. The OS focus is on quantifiable results for advertisers.
- #3: Q: Why does the amount of $ spent on paid search increase year over year? A: more searchers online; more advertisers; more competition for clicks and click prices. The point here is that advertisers continue to increase spends because they see the value of local SEM. IT WORKS! In addition, the advertisers that dedicated part of their advertising budget to PPC/SEM increased it the next year because it worked for them.
- #4: Q: Why does the amount of $ spent on paid search increase year over year? A: more searchers online; more advertisers; more competition for clicks and click prices. The point here is that advertisers continue to increase spends because they see the value of local SEM. IT WORKS! In addition, the advertisers that dedicated part of their advertising budget to PPC/SEM increased it the next year because it worked for them.
- #5: This is the most important statistic. Q: Why is the percentage so high for local search compared to regular search? A: When someone searches for a local business, service or product it is because they are intending to call, visit or purchase.
- #6: Online Marketing – Methods. Search Engine Marketing is part of Online. PPC and SEO are part of SEM. Pay-Per-Click (PPC) Search Engine Optimization (SEO) Banners Email Affiliate
- #8: Pay-Per-Click are paid ads on the SERP (Search Engine Results Page). Sponsored Links on the page. Pay on CPC (Cost-Per-Click) basis. Listings at “top and right hand side” There can be up to 3 at top & up to 8 on right side of SERP. That’s 11 per SERP.
- #9: To maximize on the benefit of PPC there are many variables to keep in check. OS creates KW lists, manages PPC budgets, caps and bids, creates ad copy, selects the most appropriate landing pages and focuses on managing the Quality Score too. We take advantage of Geo-targeting and other variables that are available through search engine and OS reporting. Full management.
- #11: The process of increasing organic traffic for a website through targeted keyword phrases. The process of helping a website rank organically for targeted keyword terms. “Left side of the page” Organic listings, natural. What the search engines naturally bring up for a search and consider to be most relevant. Up to 10 on left side of SERP.
- #12: Keep it Simple: Relevance and Trust!!!! Search engines utilize algorithms (mathematical formulas) called spiders that “crawl” the world wide web. They search for relevant content, and authoritative sites on subjects and then index them so that when you search they can pull the most relevant results. The spiders are designed to act like humans. For instance if a site can’t be pulled up or takes too long to load you leave and so does the spider.
- #13: Simply Explaination of Site Architecture / Content (Relevancy) / Links (Trust&Authority)
- #16: Pay-Per-Click are paid ads on the SERP (Search Engine Results Page). Sponsored Links on the page. Pay on CPC (Cost-Per-Click) basis. Listings at “top and right hand side” There can be up to 3 at top & up to 8 on right side of SERP. That’s 11 per SERP.
- #17: Business Profile page – mini 1 page website. This is a Profile Page with Contact, Company Logo, About You/Company, Directions…
- #18: Content on the profile page gets distributed to over 50 of the major local directories including Google and Yahoo local. This also allows for one place to update information for these local directories and portals.
- #19: Online reporting
- #20: SEO provides the greatest long-term return on investment. Due to the amount of traffic/click-throughs in the organic listings once rankings are achieved the traffic is much higher. Organic listings are more trusted and therefore, receive more click throughs. In addition, you do not pay on a cost per click basis. At first you have to wait for results, but when they come they far outweigh results from paid search in traffic volume.
- #21: A myth is that SEM is expensive. It actually has the lowest CPL of any direct marketing method. How many of you have run in to advertisers that are skeptical about SEM or see their web site as an expense? Our job in sales is to help advertisers see their website as an asset. A 24 hour 7 day a week sales person.
- #22: add