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Overview of Search Engine Marketing Knowledge & Expertise Technology Customer Service Search Engine Marketing Simple Solution What is going to help YOUR BUSINESS
Internet Users in the World Growth from 1995 - 2010 Google Is Founded AOL Introduces Flat-Rate Access 1 Billion Users Online Online Matchmaking Grows Over 200% Napster File Sharing Network Makes It Big Howard Dean Uses Internet As A Powerful Campaigning Tool You Tube Goes Live Market Growth & Potential
Market Growth & Potential Spending for online search is expected to grow to $17 Billion by 2012.
86% of local searchers follow up with a phone call or an in-store visit 61% end up making a purchase (according to 2007 research) Source: TMP Directional Marketing, 2007 Intent to Purchase
Search Engine Marketing
PPC & Sponsored Links Sponsored Links
PPC Management & Complexity
Campaign creation, monitoring and optimization
Keyword Selection; What are the best Keywords?
Bid Management & Budgets:
What is the Proper Budget? What is the right bid for each keyword?
What is the compelling Ad Copy? Ad Testing; Ad Copy guidelines
Landing Page Selection:
What is the right landing page?
How do you set up campaigns with good structures?
Types of targeting; US, Region, state, area, city, Neighbor.
Tracking & Reporting:
Day parting methods; Management on all 3 engine platforms
SEO & Organic Results Organic Results
Algorithms & Spiders The same things you are looking for: Content Relevancy (Search engines read text) Links: Trust & Authority (prominence of the site) What are they looking for? Site Architecture (URL & Page Structure)
Links (Trust & Authority)
URL/Page structure Bad URL Structure Good URL Structure
Building Value Summary
Most searchers click organic results (between 60-70%)
Easier to maintain position once established
Can appear in hundreds of SERP’s
Organic traffic is “free”
Business Profile Local Results
Business Profile Example
Profile Distribution 50+ search engines and directories