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  1. 1. Search Engine Marketing Reaching people where and how they want to be reached. 1
  2. 2. Why Search Engine Marketing? You were exposed to 365,000 advertisements last year. curiousmedia.com • Which of them persuaded you to buy something? 208.697.6953 • Which of them do you remember? “The average American is exposed to 500 to 1,000 commercial messages a day. That's anywhere from 182,500 to 365,000 commercial messages that a person will view this year alone.” University of Washington Website http://students.washington.edu/tmutal/cmu498/cmu498.html 2
  3. 3. Why Search Engine Marketing? TV and Radio: Measuring Effectiveness curiousmedia.com • With a typical ad campaign, there is no reliable way to tell 208.697.6953 which parts of your campaigns are the most effective. • What you generally can do is take costly surveys and depend on the same people that you annoyed with your ad in the first place to answer truthfully. 3
  4. 4. Why Search Engine Marketing? TV and Radio: Pricing Strategies curiousmedia.com • TV and Radio ads are pay-per-impression or pay-per-exposure. 208.697.6953 • What this means is that you are guaranteed a certain amount of exposure at certain times. 4
  5. 5. Why Search Engine Marketing? TV and Radio: What’s Wrong With Pay-Per-Impression? curiousmedia.com • No opportunities for a viewer / listener to act. 208.697.6953 • Tivo / DVR / Satellite Radio do a pretty effective job at letting users opt out of your commercial. • Even without the above devices, most consumers either make themselves busy, talk, or flip to another channel during a commercial break. 5
  6. 6. Why Search Engine Marketing? TV and Radio: Positioning and Audience curiousmedia.com • People do not watch television or listen to radio to find 208.697.6953 out about or buy product. In fact, it’s an annoyance that up until this point we have grudgingly put up with because we had to. • TV and Radio are not equipped to target niche audiences; there simply are not enough niche-focused programs that your ad can fit nicely with. 6
  7. 7. Why Search Engine Marketing? TV and Radio: Relevant? curiousmedia.com • Is there any other business you would continue to 208.697.6953 dump money into without a way to track results? • Why would you spend so much money to reach so many people that are not interested? • Still sound like a wise investment? 7
  8. 8. Why Search Engine Marketing? Search Engine Marketing: Measuring Effectiveness curiousmedia.com • Track and compare ads, referring sites, affiliate 208.697.6953 campaigns, and much more. • Integration with Google AdWords provides the ability to analyze which purchased keywords are most effective at generating traffic to your site. • View which keywords lead to purchase. • View which pages are losing users. • View the length of time spent on each page. 8
  9. 9. Why Search Engine Marketing? Search Engine Marketing: Pricing Strategies curiousmedia.com • Organic Search Engine Optimization is pay by the hour, 208.697.6953 to make sure your site is optimized to do well in Google, Yahoo and MSN’s search results. • Search engine marketing is pay-per-click. This is a much better option than pay-per-impression, as you only pay for visitation from interested users 9
  10. 10. Why Search Engine Marketing? Search Engine Marketing: Why SEM Rocks curiousmedia.com • You only pay when someone clicks on your ad and 208.697.6953 goes to your site. • You know ahead of time how many times a phrase was searched in the previous months to give you a feel for the exposure it will bring you. • Mobile friendly search: Google local directory + iPhone, Blackberry or a host of other smart devices 10
  11. 11. Why Search Engine Marketing? TV and Radio: Positioning and Audience curiousmedia.com • The 1998 Georgia Tech GVU User Survey 208.697.6953 reported 85 percent of respondents found 15% Web pages from search engines. Since then, other studies have reported 50 to 80 percent of Web site traffic comes from search engines. Both Jupiter Media Metrix and Nielsen/Net Ratings have reported 85% shoppers use search engines to find product information online. Web site traffic from search engines That same survey also reported 86 percent of respondents were Other web site traffic searching with intent to buy. 11
  12. 12. Why Search Engine Marketing? TV and Radio: Relevant? curiousmedia.com 208.697.6953 24% 50% 50% 76% Intel’s online marketing budget Companys increasing online advertising Intel’s budget for other marketing techniques Companys not increasing online advertising “Intel shifted 50% of its own Another study shows that 75.6% of marketing budget to online (up from B2B marketers surveyed were less than 15% two years ago), it planning on increasing online also required that marketing advertising budgets. partners in its co-operative Intel Inside initiative devote at least 10% of their budgets online.” Donald MacDonald, VP-sales ane marketing group, general manager-global marketing, Intel Corp. 12
  13. 13. Why Search Engine Marketing? TV and Radio: Relevant? curiousmedia.com Now we’ve established the usefulness of Search Engine 208.697.6953 Marketing; let’s take a look at what Curious Media can do for you! 13
  14. 14. Why Search Engine Marketing? Curious Media: Market Analysis curiousmedia.com • Analyzation of your product or service in the current market. 208.697.6953 • Definition of target audience and location. • Identification of competitors. 14
  15. 15. Why Search Engine Marketing? Curious Media: Keyword Research curiousmedia.com • Analyzation of popular search terms over the last twelve months. 208.697.6953 • Analysis of competitors’ sites and keyword usage. • Researching best usage of budget for keyword purchases. 15
  16. 16. Why Search Engine Marketing? Curious Media: Creative Design curiousmedia.com • Optimization of web site to retain potential customers’ interest. 208.697.6953 • Use of color, typeface, and other aesthetics to create a welcoming and user-friendly atmosphere. • Positioning of assets to promote user interaction, as evidenced by eye-tracking studies. • Service links to Digg and other social media sites. 16
  17. 17. Why Search Engine Marketing? Curious Media: Markup curiousmedia.com • Sites designed using the latest XHTML transitional 208.697.6953 validation and table-less CSS. • CSS and Java-script load from separate files to ensure best possible indexing. 17
  18. 18. Why Search Engine Marketing? Curious Media: Information Architecture curiousmedia.com • Page title optimization. 208.697.6953 • Search engine friendly URLs. • Custom naming for page URLs which match page titles to facilitate search engine indexing. • Description meta-tags. • XML site map. • Robots.txt to keep search engines out of restricted areas. • Anchor text usage promoting keywords. 18
  19. 19. Why Search Engine Marketing? Curious Media: Copywriting curiousmedia.com • Relevant page copy optimized for 3% to 7% keyword density. 208.697.6953 • Professional ad copy. 19
  20. 20. Why Search Engine Marketing? Curious Media: Going Live! curiousmedia.com • Submit to online directories. 208.697.6953 • Submit site map to Google, Yahoo, MSN, and others. • Submit to Google Local and Google Maps. • Initiate link-building strategies. 20
  21. 21. Why Search Engine Marketing? Curious Media: Ongoing Maintenance curiousmedia.com • Re-assess keyword effectiveness weekly. 208.697.6953 • Review time users have spent on individual pages. • Look for bad pages; i.e., pages which caused a user to leave the site. • Find which terms are generating sales. 21
  22. 22. Why Search Engine Marketing? Curious Media: The Stack curiousmedia.com • SEO enhanced version of the open-source Drupal 208.697.6953 Content Management System. • SAMP stack (Solaris, Apache, MySQL, PHP). • Battery back-up, diesel generator, and redundant internet connections to ensure continual up-time. 22
  23. 23. Why Search Engine Marketing? Curious Media: Are You Curious? Hold onto your hats, we are not a one trick pony, curiousmedia.com 208.697.6953 Curious Media also offers: • Web development • Branding development • Logo design • Collateral materials • Illustration • Flash animation • Video production • Photography 23
  24. 24. Why Search Engine Marketing? Curious Media: Thank You! curiousmedia.com 208.697.6953 Thank you for your attention. We look forward to assisting you in your efforts to pervade the market with your schemes for global domination. info@curiousmedia.com www.curiousmedia.com 24