Search Engine Optimisation
Your questions answered
Remone Tawadros
Operations Director

Introduction
The search marketing landscape
Search trends, search ad spend
The role search plays in the online and offline
advertising world
Search engines in the marketing mix
Why participate in search engine marketing

The search marketing landscape
• Google is the #1 website visited by Australians
• Search Engines account for 11% market share
of total website visits
• More people use a search engine than
Facebook, news sites or online banks
Search Engines
Social Networking and Forums
News and Media
Shopping and Classifieds
April, 2005
April, 2008
Email Services
Portal Frontpages
Banks and Financial Institutions
Travel
0% 2% 4% 6% 8% 10% 12%
* Source: Hitwise Industry Share of Visits by Australian Internet Users, April 05 vs April 08

Search trends, search ad spend
Reach*
• Online Audience - 13.1 million
• 92% visit a search engine (12.1M)
• 88% of searches on Google
PWC: IAB Online Advertising Expenditure Report, March 09

Search trends, search ad spend
PWC: IAB Online Advertising Expenditure Report, March 09

Primary Search Engine

Search Engine Relationships
Paid Search Results
Organic Search Results
Supplemental Paid Search Results

How Search Engines Work
• At a simple level, a search engine result is made up of
three components working together.
1. Secret Algorithm to 2. A database that 3. A “spider”, “crawler”
determine the ranking stores the indexed or “robot” that
position of a page pages systematically searches
and indexes the web

Search Engine Optimisation
• To help our customer’s site rank high, we must
influence these components to our advantage.
• We refer to them as:
– On-Page Factors
– Off-Page Factors

On – Page Factors
On-Page Factors
You need to say the right things ….
Don’t leave it for others to work out!

Spider
Search Engine interaction = Spider
Food
Relevant Inclusion
Content

Spider
Accessible to Site Crawlers
Page one Domain.com/product.asp?catid=1&sessid=1
Javascript:void (0);
!!!
Page two
Home
Page three

Diagnostic Tools

Off – Page Factors
Off-Page Factors
We think you are great
Others need to feel the same

Links
All about
All about All about your
your business
your
business
business
Topically Links from highly
Relevant credible websites on
the same topic.
Topically relevant &
Highly Credible

Diagnostic Tools

Relevance to consumers
Relevance
• Being indexed only means you’re in the race
• There are more than X,000,000,000 other runners
…each one at the mercy of :
“Search
Query”
Matching process / Algorithm
ON page factors: OFF page factors:
* Body copy * Links from other websites
* Internal links
* etc
Source: Greenlight UK

Example of government sites that need
attention
??

Swine Flu results
With Victoria
having the most
cases of human
swine flu (1,876
humans)

Example of a good government site

SEO Snapshot
Search Engine Optimisation (SEO)
– Keyword strategy
» Selecting keywords to optimize for
– What do search engines look for at your site
» Copywriting for search engines
» Writing SEO-specific pages
» Frequent content changes
» Relevancy
• What do search engines look for outside your site
» Link building strategies

Why participate in search engine
marketing (SEM)
Search Engine Marketing offers unparalleled
results for advertisers.
• Reach
• Cost
• Timing
• Flexibility

Why participate in search engine
marketing (SEM)
• Reach
– Access to ~80% of Internet users worldwide
• Cost
– Low costs for high ROI
– Pay Google when users click on your ads
• Timing
– Ads are seen by users looking to purchase
– Reach your audience at the right time, with the right message
• Flexibility
– Start advertising quickly
– Unlimited changes, whenever you want
– You can target ads to the specific location & language of your
customers

The role search plays in online and
offline advertising world
Tagged keyword of any media
directs viewers to Search

Search engines in the marketing mix
DM
Broad-
Broad- Email
casting

What key performance indicators (KPIs)
should search marketers consider?
When doing Search Engine Marketing there's
always a goal to look towards
Traffic
Sign ups
Rank #1
Increase the number of qualified visitors
Reduce cost of leads

Wrap up
Q&A