Search Engine Presentation


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  • In Part 1 at our Sales Meeting last January I talked about the Decline of Mass Media, I will give you a brief overview of that presentation as some of you missed out! The majority of this presentation will concentrate on a conference I was able to attend this year called Search Engine Strategies. The conference I attended focused on opitmizing websites for Search Engines such as Google, using Paid Search Methods and the every changing search marketplace. I will try by the end of this presentation to bring you up to speed on all of these methods and show you why they are important to us at Conair!
  • Search Engine Presentation

    1. 1. Looking Ahead Part 2: Search Engine Marketing
    2. 2. Web 2.0 The New Customer
    3. 3. Customers have a lot of choice: what to watch, where to get their media, and what brands to buy.
    4. 4. Consumers are blocking out ads and company messages
    5. 5. <ul><li>Because, they don’t care what we have to say, or </li></ul><ul><li>what we have to sell </li></ul>
    6. 6. Advertising messages are seen as spam
    7. 7. <ul><li>Our messages aren’t aren’t getting through as they used to </li></ul>
    8. 8. Internet = User in Control
    9. 9. Who are these customers?
    10. 10. Demographics Younger, higher income, educated Statistics Canada 2006 Age 18-44 85% 45+ 50% Income < $86,000 61% $86,000+ 88% Education Secondary education only 49% Post-secondary education 80%
    11. 11. Time Spent Online Per Week Ipsos Reid 2005
    12. 12. Online Activities Ipsos Read 2006
    13. 13. The Opportunity for Business <ul><li>43% of Canadian Adults have made a purchase online in the last 12 months </li></ul><ul><li>$20.9 billion will be spent online by Canadian consumers in 2008 </li></ul><ul><li>eMarketer 2008 </li></ul>
    14. 14. Offline Shopping Influenced by the Internet (Canada, April 2006) J.C Williams
    15. 15. And we they are more connected then ever before…
    16. 16. Canada: Most Engaged Country Online <ul><li>20.6 Million unique Internet Users in Canada </li></ul><ul><li>Canada has 70% Online Penetration, the next closest country being the US at 60% </li></ul><ul><li>Canadians also spent the most time online </li></ul><ul><li>Comscore World Metrix (2007) </li></ul>
    17. 17. How do we reach these customers?
    18. 18. 1) Go Where Our Customers Are <ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul><ul><li>Social Networks </li></ul><ul><li>File-sharing </li></ul><ul><li>Microblogs </li></ul>
    19. 19. 2) Help our Customers Find Us <ul><li>Canadians perform more than 85 million searches a day </li></ul><ul><li>There are 22.4 million unique searchers and 2.8 Billion searches every month </li></ul><ul><li>78% of Canadians online will use Search Engines to research online and offline purchases </li></ul><ul><li>27% of those who researched product information online purchased online </li></ul><ul><li>Comscore Media Metrix (2007) </li></ul>
    20. 20. Key Demographic: Moms <ul><li>2/3 of moms use Search after seeing an advertisement </li></ul><ul><li>76% spend more than 1 hour a day on the Internet. 36% spend more than 3 hours a day! </li></ul><ul><li>89% are online twice a day or more </li></ul><ul><li>86% feel that Search Engines are the best way to find information MSN </li></ul>
    21. 21. Canada has some of the most active Internet searchers on the planet, yet Canadian marketers are slower than their counterparts abroad to latch onto search. Strategy Magazine 2008
    22. 22. The Opportunity for Business <ul><li>Sales </li></ul><ul><li>Customer Service </li></ul><ul><li>Ahead of our Competitors </li></ul><ul><li>Cost Effective Marketing </li></ul>
    23. 23. Search Engine Marketing
    24. 24. Search Behaviour: Golden Triangle
    25. 25. Organic Ranking Visibility <ul><li>Rank 1 – 100% </li></ul><ul><li>Rank 2 – 100% </li></ul><ul><li>Rank 3 – 100% </li></ul><ul><li>Rank 4 - 85% </li></ul><ul><li>Rank 5 – 60% </li></ul><ul><li>Rank 6 – 50% </li></ul>
    26. 26. Our Brain on Search <ul><li>The brain files what we know in different areas. </li></ul><ul><li>Working memory has 3-7 slots, so we bring everything down to workable numbers </li></ul>
    27. 27. Search Behavour: Time <ul><li>Users Spend 10-12 Second the search page </li></ul><ul><li>Area of Greatest Promise: </li></ul><ul><ul><li>1.5 Seconds are spent looking at the top left side which is 20% of the time spent on the results page </li></ul></ul>
    28. 28. Search Engine Marketing
    29. 29. Why Search Marketing? <ul><li>Search Engine Marketing helps customers find us! </li></ul><ul><li>Search Engine Marketing helps us reach potential buyers at an advanced stage of their buying decision </li></ul>
    30. 30. SEO <ul><li>SEO Considers how Search Engine “algorithms” work and what people search for. </li></ul><ul><li>SEO efforts may involve a site's coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site. </li></ul>
    31. 34. How Search Works
    32. 35. Mysterious Search Algorithms <ul><li>Keyword Usage </li></ul><ul><li>Domain Strength </li></ul><ul><li>Inbound Links </li></ul><ul><li>PageRank </li></ul>
    33. 36. the technical stuff <ul><li>Meta Description </li></ul><ul><li>Meta Keywords </li></ul><ul><li>Header Tags </li></ul><ul><li>Alt-text (Images) </li></ul><ul><li>Duplicate Content (301 Redirect ) </li></ul>
    34. 37. Title Tags
    35. 38. Content
    36. 39. URLs
    37. 40. Inbound Links
    38. 41. Universal Search
    39. 42. Paid Placement <ul><li>Google </li></ul><ul><li>Yahoo! </li></ul><ul><li>MSN </li></ul>
    40. 43. Adwords
    41. 44. Pay-Per-Click <ul><li>Targeted </li></ul><ul><li>Measurable </li></ul><ul><li>Cost-effective </li></ul><ul><li>Immediate </li></ul><ul><li>Pay only when a prospect clicks </li></ul><ul><li>Test Friendly </li></ul><ul><li>Good for SEO </li></ul>
    42. 45. 16% point increase in Brand Association when brand is in top sponsored and top organic results.
    43. 46. What you can do… <ul><li>Brainstorm keywords </li></ul><ul><li>Write effective copy </li></ul><ul><li>Internal Links within copy </li></ul><ul><li>Encourage links to site </li></ul><ul><li>Suggest Alt-text for images </li></ul><ul><li>Stay-up-to-date with Search Marketing! </li></ul>
    44. 47. Next Steps <ul><li>Create Search Engine Optimized Websites for our sites! </li></ul><ul><li>Build Marketing Campaigns with Online Marketing Components including Paid-Per-Click ads </li></ul><ul><li>Measure everything! </li></ul>
    45. 48. For copies of Looking Ahead (part 1 or 2) email me michellekostya at gmail dot com!