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  • NOTE: Template will work with older versions of PowerPoint……to achieve best results PowerPoint 2007 is suggested
  • This is one of the most important concepts that you will need to explain to customers. The Anatomy of a Search Page: Listings and Positions. At the top, a user types in a keyword. [Animation] In this example, the search keyword is ‘financial planners.’ [Animation] In the center on the left, are the ‘Natural’ or ‘Organic’ listings. These are determined by Google’s proprietary search algorithm. Google does not accept payment for listings in the natural search. [Animation] At the top and down the right side are the Google AdWords ads clearly labeled ‘Sponsored Links.’ Notice how all of the sponsored links are relevant to the keyword ‘financial planners.’
  • Here are some data from OneStat that indicates that users search with multi-word phrases. You will see that 2, 3 and 4 word phrase length make up about 70% of the US traffic. --If you want to fill in global percentages or percentages for other countries, go to http://www.onestat.com/html/aboutus_pressbox45-search-phrases.html. Make sure you change the graph title.
  • NOTE: Template will work with older versions of PowerPoint……to achieve best results PowerPoint 2007 is suggested

Transcript

  • 1. Making Sense of Online Search Tom McDavid, GM Viamedia Charleston 843-225-5708 [email_address]
  • 2. For Discussion Today Internet Trends Search Engine Marketing Turning Internet Searchers Into Buyers
  • 3.  
  • 4. Internet Trends
  • 5. Interesting Internet Facts Source: TechCrunchies.com Dec 24, 2009 & Oct 15, 2009 The Average American Spends 68 hours (work plus home) on the internet per month
  • 6. The Facts
    • 55% of the US Population uses the Internet daily vs 30% in 2005.
    • 93% of 18-29 yr olds use the internet DAILY.
    • In 2004, 42% of consumers went online FIRST before making a purchase…by 2009, that number exploded to 82%!
    • In 1985 the world had 6 .com sites. Today, there are 86 million active sites online.
    Source: TechCrunchies.com Dec 24, 2009 & Oct 15, 2009
  • 7. Source: Google Touchpoints Consumer Survey January 2009. Base: 8,675 US respondents. Online sources total : 53% We asked U.S. consumers about their main sources of information on products and services since the economic downturn. Where are people turning for information?
  • 8. Source: Nielson Online, MegaView Search Jan2009 Reach Over 90% of Online Users When They Are Ready To Buy! Start By Using Viamedia Online Today! Where are people searching online? Search Engine Unique Visitors per Month (Million) % Reach 5.9 62.8% 1.5 16.2% 1 11.52% 0.38 4.0% 0.18 1.9% .05 .5% .025 .3% Top Search Providers Ranked by # of Searches per Month Top Search Providers Ranked by Reach Source: Nielsen Online, MegaView Search
  • 9. But wait…there’s MORE!
  • 10. % of Respondents with Successful Visit “ Which of the following activities did you do as a result of this online local business search?” Source: comsScore-TMPDM (7/09), n=4,000 Internet Consumer Post-Search Activity
  • 11. What is Search Engine Marketing?
  • 12.  
  • 13. what is search engine marketing
  • 14. “ Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to the Search Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion. Other sources, including the New York Times, define SEM as the practice of buying paid search listings.” WIKIPEDIA The Free Encyclopedia
  • 15. Sponsored Listings Natural Listings Search Keyword Search Engine Marketing
  • 16. Search Engine Optimization
    • SEO - Pros
    • Trusted source of information
    • Steady stream of traffic over time
    • Majority of costs are frontloaded
    Even with a good foundation for SEO it can still take 3 to 6 and even up to 12 months before making any headway!
    • SEO – Cons
    • Sometimes not relevant
    • Little control over terms & ranking
    • Limited control over listing copy
    • Search engines sometime work against you
    The act of optimizing a website for organic or natural search engine listings.
  • 17. Google Confidential and Proprietary 94% of people in the US search with multi-word phrases Searchers Are Getting Smarter
  • 18. With Sponsored Listings or pay-per-click campaign, you can see results quickly and adjust to the market. Sponsored Listings or Pay-Per-Click
    • Pay-Per-Click - Pros
    • Predictability, allows you to forecast & track
    • Target your audience and combine with other sales strategies
    • Boost traffic to site when needed
    • Usually convert at higher rates
    • Pay-Per-Click – Cons
    • A small portion of internet searchers say they don’t click on PPC ads.
    The act of marketing a website via search engines using PAID sponsored listings.
  • 19. Turning Searchers into Buyers
  • 20. Viamedia Online Overview
  • 21. Why Work with Viamedia? Viamedia Online develops campaigns that allow you to track, quantify and improve success. Viamedia Online drives qualified leads from all major search engines and online directories. Viamedia Online Mirrors and Hosts lead generating websites that are designed to give consumers exactly what the are looking for.
  • 22. Reaching Customers Continues to Evolve…
  • 23. Making Sense of Online Search Tom McDavid, GM Viamedia Charleston 843-225-5708 [email_address]