Transcript of "EngineWorks: E-Tourism Search Marketing Presentation"
Scott Fish Director of Search Engine Optimization
Search . . . Driving Business Online ◉ 4 out of 5 new visitors arrive through engines. ◉ 90% abandon search within first 3 pages of results. ◉ Top 10 results visited 78% more than next 20. SOURCE: February, 2008, comScore Networks (New York) ◉ 62% of online shoppers use general search engines.
Powering your Marketing Mix ◉ How customers seek-out your offerings ◉ In-depth research and analysis Professional Search Engine Marketing ◉ Most effective targeting and messaging ◉ Integrate through all media channels
◉ Competitive Search Landscape Analysis ◉ In-depth Natural Keyword Research ◉ Targeted SEO Keyword List ◉ Site Optimization Document Structured SEO Process ◉ Implementation Guidance and Consulting Search Engine Optimization
О О О О О ► Keyword Research / Analysis Optimized Keyword List Optimization Enhancements Natural SEO Methodology
Optimized Site Pages Attract Search Spiders Prominent Search Listings ● Natural SEO Methodology
R E S E A R C H Goals Defined Keyword Expansion C O N S U L T Search volumes E V A L U A T E Discover Trends A N A L Y Z E C A T A G O R I Z E Structure Keywords Select Patterns F O C U S Provide Strategies D I R E C T I O N Optimized Keyword Generation
Power Through Search Engines SM Expansion and Targeting
Natural Optimized Keyword List ● Relevant Analysis ● Quantity of searches ● Competitive Web Pages ● Most important phrases Keyword Research & Analysis
Current positioning of competitive Web sites for Optimized Keyword List ● Top Direct Competitors ● Landscape Competitors ● Pages Indexed ● Inbound Links ● Google PageRank Competitive Analysis
Natural SEO + Paid Search ◉ Optimize SEO elements around current keywords ◉ Identify keywords driving conversions NOW Cross-Discipline Performance ◉ Dramatically improve Natural search positioning ◉ Substantial increase in number of leads