Sem Vs Seo

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    Notes on slide 1

    Thank you for having meMy name is Michael Paxton with Q2 Interactive MediaAsked to talk about SEO SEM and how sell SEM against SEO

    Banking / Cellular / Doctors / Auto Shops / Promotional Products / Print Shops / MagazinesSEO / SEM for many different companies but our FOCUS is on the LANDING PAGESEtc…

    BOTH IS NECESSARY TO HAVE AN OPTIMAL CAMPAIGNSTART SEM First Identify KeywordsLANUCH SEOSEO had HIGH Upfront CostsSEM has consistent pricing / resultsBEFORE THEY WILL UNDERSTAND THE FEATURES, WE HAVE TO SHOW THEM THE BENEFIT

    AS AN ADVERTISER THIS IS WHAT I WANT:

    Google Published a 22 page document on how to SEOCoding is different for each engine/directoryReach local has people who walk you through it hand in hand

    Common Objections next

    Talk about Cost of starting PROPER SEO campaigns $2K to $10KMonthly of about $2KVs.Cost of starting SEM campaign

    NO BROWSER LOYALTYHOW HARD IS IT TO OPTIMIZE FOR ALL THESE SITES W/O SEM KNOWLEDGEDOING YOUR OWN PPC PROGRAM CAN BE DAUNTINGCAN YOU CREATE A GOOD AD?WHAT KEYWORDS WILL YOU USE?

    LETS LOOK AT A HEAT MAP

    Points:-Traffic distribution – 60% of organic traffic is to the top 3 positions-Hard if not impossible to get to the top 3 without experienced developers and low competition-At the mercy of the engine for rankings

    USING PHRASES LIKE PPC/ADVERTISERS ARE BECOMING MORE AWARE OF THE “SEM” WORLD

    Questions?

    Each will get a DIY SEO Checklist via email and this slideshow

    2 Favorites

    Sem Vs Seo - Presentation Transcript

    1. SEM vs. SEO
      Presented by:
      Colorado Springs Web Site Design, Development, and Marketing Experts
    2. About Us
      Founded in 2001
      Focus on web site design / development
      Secondary focus on web marketing
    3. So, which is better?
    4. Which option is better?
      We believe that both are necessary to operate an effective web marketing presence.
      Depending on the clients, budget, knowledge, patience level, and marketing objectives, will determine which option is best to do first.
      We believe that all good search campaigns start with a paid program to identify (CTR) and (CA) before attempting to optimize a site.
      Source: elliance.com
    5. Understanding the advertiser
      SEM
      SEO
      Predictability
      Unlimited Term Usage
      Quantify Results
      Low Time commitment
      Low Knowledge Level
      Easy Cost Control / ROI / CPA
    6. Understanding Predictability
      SEO (Unpredictable)
      No finite timeline on top rankings (6-24 months)
      No guarantee on top rankings (always fluctuating)
      No way to specifically quantify traffic increase
      Traffic generated may not produce calls / web actions
      SEM (predictable)
      Historical data used to create campaign
      Quantifiable result tracking
      Acquisition reporting tools included
    7. Understanding Term Usage
      SEO (Minimum)
      Proper SEO requires optimization for 5 or less major keywords.
      Organic placement is limited to those keywords
      SEM (Unlimited)
      Thousands of keywords can be used to generate traffic
      Maximum visibility
    8. Understanding Result tracking
      SEO
      Results can be distorted with other marketing efforts
      Can take months or years to notice higher rankings and still may never get them in the top 2, ever.
      SEM
      1st page rankings can occur immediately upon launch
      Specifically tracked with proxy pages
      Call and click monitoring for traffic generated
    9. Understanding Time Commitment
      SEO
      Continuous monthly evaluations necessary
      Constant changes to the site
      Multi engine research to verify results
      SEM
      Self -optimizing
      No changes to the main website
      All major search engines covered with one program (RL vs. Self)
    10. Understanding Knowledge Level
      SEO (FREE) - Complex
      High degree of Coding knowledge required
      Multiple search engine knowledge required
      No search engine support during process
      SEM (PAID)- Simple
      No coding knowledge needed
      No search engine knowledge needed
      Personal support during entire process
    11. Understanding Cost Control…
      SEO – (Heavy up-front costs)
      Analysis - $100 to $250 per hour
      Implementation - $60 to $90 per hour
      Number of hours based on site size and initial structure
      No way to specifically quantify traffic increase
      Additional cost to monitor calls
      SEM (Consistent controllable costs)
      Free analysis of site needs and overall potential effectiveness
      Minimal up-front costs
      No developer to pay for SEO implementation
      Quantifiable result tracking
      Call monitoring included in campaign costs
      Acquisition reporting tools included
      Most cost effective methods of advertising compared to tradition media (Newspaper, direct mail, radio, tv)
    12. “SEM seems pretty expensive.”
    13. Common Objections
      SEM seems pretty expensive
      Compared to any other online advertising medium, SEM is the least expensive and the most consistent in cost across all mediums.
      SEO can be very expensive unless the client is trained in SEO guidelines and has the technology and education to do it themselves.
    14. Cost benefit of SEO vs. SEM
      Although the long term cost per click (CPC) of organic rankings are lower than (PPC / SEM), there is a substantial amount of time in market required and a hefty initial investment to gain organic rankings.
      PPC/SEM remains consistent and mitigates initial barriers to entry.
      Source: elliance.com
    15. “I can do it on my own.”
    16. How does the buyer search for an advertiser?
      This graph shows that buyers have very little loyalty to any specific search engine. Although Google is the dominate search engine, they are far from keeping loyal surfers.
    17. “More people use the ‘free’ (organic) side than the ‘paid’ side.”
    18. Common Objections
      More people use the Free (organic) side than the Paid side.
      Although that statement is true, remember how often your site will actually show up in an organic result for the number of keyword terms you can use SEM for?
      The top 2 organic listings get 60% of the traffic.
      Challenge consistency of ranking
      Must be in the top 5 to be effective
      Minimal term use for optimization
      SEO is not Geo Targeted, so local relevant results are generally not listed.
    19. How does the buyer FIND an advertiser on Google?
      This image shows that:
      -25% of users will click on a Paid listing
      -75% of users will click on an Organic (free) listing
      Source: Hubspot.com
    20. “I already rank on the search engines.”
    21. Common Objections - Cont.
      I already rank on searches
      The top 2 organic listings get 60% of the traffic.
      Challenge consistency of ranking
      Must be in the top 3 to be effective
      Minimal term use for optimization
      SEO is not Geo Targeted, so local relevant results are generally not listed for broad keyword terms.
    22. “My web developer can do the SEO.”
    23. Common Objections - Cont.
      My web developer can do the SEO.
      Qualify his / her training level
      What keywords will be used?
      What is does your link building campaign look like?
      Do they have a copywriter on staff?
      How will you keep from being blacklisted?
    24. How does the advertiser feel about SEM?
      This graph shows that consumer trending regarding key marketing phrases (SEO, SEM, PPC) favors SEM 3:1 in Google searches.
      Source: imod.co.za/2009/05/29/seo-vs-sem-vs-ppc/
    25. Conclusion
      SEO is higher in initial cost
      SEM is more consistent in cost over time
      SEO takes a high degree of technical knowledge and trust
      SEM requires little knowledge and trust can be earned quickly
      SEO is unpredictable and takes months to see results
      SEM is highly predictable and takes only days to see results
      SEO is limited in keyword scope
      SEM leverages massive amounts of available keywords
      SEO is search engine specific in development
      SEM is cross engine compatible w/o changes
      DO SEM FIRST THEN OPTIMIZE YOUR SITE FOR TOP 5 KEYWORDS
    26. How we can help
      Landing Pages - Increase conversions with effective landing pages, leading to longer lasting, happier clients.
      Display ad creation - Quick inexpensive creation of display ads to support your clients marketing efforts.
      Technical Support - Don't get stumped by your clients. Ask us.
      719-266-2299
      www.Q2IM.com

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