Search Engine Marketing for
Website Owners and
Marketers
Elmer W. Cagape
8 September 2009
Cliftons Hong Kong
Organized by: Venue Sponsored by:
* Internet Professional Association * Cliftons Hong Kong
* BeansBox Studio

Contents
 Why do we have websites?
 Why search engines are important?
 How can I promote my business through
search engines?
 How do I start my search engine
marketing campaign?
www.seo-hongkong.com

Why Do We Have Websites?
www.seo-hongkong.com

Why Do We Have Websites?
Because my competitor has a website
www.seo-hongkong.com

Why Do We Have Websites?
Because my competitor has a website
Because my boss told me so
www.seo-hongkong.com

Why Do We Have Websites?
Because my competitor has a website
Because my boss told me so
Because it’s a trend I am planning to
follow
www.seo-hongkong.com

Why Do We Have Websites?
Because my competitor has a website
Because my boss told me so
Because it’s a trend I am planning to
follow
I want to showcase my products &
services
www.seo-hongkong.com

Showcase whose products?
www.seo-hongkong.com

Showcase whose products?
broadway hong kong
www.seo-hongkong.com

Showcase whose products?
www.seo-hongkong.com

Showcase whose products?
www.seo-hongkong.com

Showcase whose products?
www.seo-hongkong.com

Is my website hiding from visitors?
Building non search
engine friendly
websites is like
advertising in the
middle of the forest.
www.seo-hongkong.com

Why are search engines
important?
www.seo-hongkong.com

Why are search engines
important?
69.5% of Hong Kong population are Internet users
www.seo-hongkong.com

Why are search engines
important?
www.seo-hongkong.com

Why are search engines
important?
% Internet Users
Online Activity
Using It
Reading and Creating Email 60%
Using Search Engines 49%
Check News 39%
Check Weather 30%
Research / Hobby 29%
www.seo-hongkong.com

Why are search engines
important?
% Executives
Most Effective Online Marketing Tactic
Agree
SEO 53%
Paid Search 43%
E-mail and Newsletter 39%
Site or Page Sponsorship 14%
Viral Marketing 12%
Note: * Respondents were primarily based in the US, Source: Forbes Ad Effectiveness Survey, 1 June 2009

What are types of
search engine marketing?
ORGANIC PAID
www.seo-hongkong.com

What are types of
search engine marketing?
www.seo-hongkong.com

What are types of
search engine marketing?
Paid Search
www.seo-hongkong.com

What are types of
search engine marketing?
Paid Search
Organic Search
www.seo-hongkong.com

Why you should use
Organic Search?
www.seo-hongkong.com

Why you should use
Organic Search?
More visible
www.seo-hongkong.com

Why you should use
Organic Search?
More visible
More trusted/credible
www.seo-hongkong.com

Why you should use
Organic Search?
More visible
More trusted/credible
Visitors are likely to click
www.seo-hongkong.com

Why you should use
Organic Search?
More visible
More trusted/credible
Visitors are likely to click
Less financial investment
www.seo-hongkong.com

Why you should use
Organic Search?
More visible
More trusted/credible
Visitors are likely to click
Less financial investment
in the long term
www.seo-hongkong.com

Why you should use
Paid Search?
www.seo-hongkong.com

Why you should use
Paid Search?
Instant traffic
www.seo-hongkong.com

Why you should use
Paid Search?
Instant traffic
Easier to rank on top
www.seo-hongkong.com

Why you should use
Paid Search?
Instant traffic
Easier to rank on top
Complete control of keywords/ads
www.seo-hongkong.com

Why you should use
Paid Search?
Instant traffic
Easier to rank on top
Complete control of keywords/ads
Much better targeting
www.seo-hongkong.com

Why you should use
Paid Search?
Instant traffic
Easier to rank on top
Complete control of keywords/ads
Much better targeting
Better conversion rate
www.seo-hongkong.com

14

How do I start my own
Search Engine Marketing
campaigns?

In-House vs Outsourced Search
Engine Marketing
IN-HOUSE SEM: Cost and long term benefits
Dedicated attention
Long-term cost savings
Quick response
More business familiarity
Finding the right agency can be a
challenging task
www.seo-hongkong.com

In-House vs Outsourced Search
Engine Marketing
OUTSOURCED SEM: Experience and expertise
Experience
Less time to setup
No need to hire new staff
SEM is a labor-intensive field
Staff focuses on daily tasks
Staff can learn from vendor
www.seo-hongkong.com

How do we evaluate SEO
vendors?
Look at website and contents
“We have the best SEO gurus in
the world.”
“We help you rank in Google in
just 5 days!”
“We have the best tools available”
Photo credit: http://www.flickr.com/photos/idreaminir/

How do we evaluate SEO
vendors?
Ask for industry references
“Do you have experience in our
industry?”
“Are you a certified professional?”
www.seo-hongkong.com

How do we evaluate SEO
vendors?
Search them on the Web
www.seo-hongkong.com

How do we evaluate SEO
vendors?
Signs of suspicious business activity
“We submit your site to 100 search engines”
“We guarantee top keyword rankings”
“We can’t share our methodologies”
“We know a guy at Google”
“We offer the cheapest SEO services”
www.seo-hongkong.com

22

How do I measure Search
Engine Marketing success?

24

How do I measure search engine
marketing success?
Good to know where enquiries come from
www.seo-hongkong.com

Key Takeaways
www.seo-hongkong.com

Key Takeaways
Define your online goals
www.seo-hongkong.com

Key Takeaways
Define your online goals
Review your website content
www.seo-hongkong.com

Key Takeaways
Define your online goals
Review your website content
Identify your competition
www.seo-hongkong.com

Key Takeaways
Define your online goals
Review your website content
Identify your competition
Define success and measure it
www.seo-hongkong.com

Key Takeaways
Define your online goals
Review your website content
Identify your competition
Define success and measure it
Check your online presence
www.seo-hongkong.com

Key Takeaways
Define your online goals
Review your website content
Identify your competition
Define success and measure it
Check your online presence
www.seo-hongkong.com

Key Takeaways
www.seo-hongkong.com

Thank You!
Dank U zeer
огpомное спасибо
ขอบคุณ
Terima kasih Grazie Gracias
danke schön
Merci beaucoup
Maraming salamat po