Find out what every CFO needs to know about search engine marketing (SEM) and search engine optimization (SEO), including an overview of current trends, and a look at how to keep your marketing team accountable for your investment. Gain a solid understanding of the most important considerations for SEM/SEO campaigns, and learn how to take advantage of the benefits of SEM/SEO in order to improve revenue and position your company for growth.

1. © 2014 The Rand Group, LLC
Online Marketing for CFOs
WhatYour Marketing People Don’t Know or Won’tTellYou
George Brown, Senior Vice President
@georgeWorks
@rand_group
www.randgroup.com

2. © 2014The Rand Group, LLC
Buying Behaviors
A Sea of Change

3. © 2014The Rand Group, LLC
What is On Line marketing about?
1. Generating the forecasted annual revenue at a known
cost that is highly controllable.
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4. @rand_group

5. © 2014The Rand Group, LLC
What is On Line marketing about?
1. Generating the forecasted annual revenue at a known
cost that is highly controllable.
2. Creating a positioning advantage over competitors that
will make it very expensive for them to catch.
3. Detailed analytics that facilitate good decision making
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6. © 2014The Rand Group, LLC
What does SEO/SEM/PPC/CPC mean?
Search Engine Optimization (SEO)
› Organic results
› Based on keywords built into your web site
› Ranking factors constantly changing
Search Engine Marketing (SEM)
› Paid ads
› Pay-Per-Click (PPC) / Cost-Per-Click (CPC) advertising
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7. © 2014The Rand Group, LLC
What does SEO/SEM/PPC/CPC mean?
SEM
Paid
SEO
Organic
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Do People ReallyClick OnThose Ads?
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SEO vs. SEM
SEM
Paid
SEO
Organic
15% of Clicks
85% of Clicks
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10. © 2014The Rand Group, LLC
Distribution of Clicks by Position
SEM
Paid
SEO
Organic
15%
9%
1
2
3
53%
15%
9%
1
2
3
59%
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11. © 2014The Rand Group, LLC
DoesYour Ranking Matter?
Distribution of OrganicClicks by Position
53%
First Link15%
9%
6%
4%
1
Distribution of Paid Clicks by Position
2
3
4
5
59%
First Link15%
9%
1
2
3
59%
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12. © 2014The Rand Group, LLC
SEM (Pay-Per-Click)
 Immediate results
 Geographic targeting
 Level playing field against
goliaths
 Buy your way to the top
SEO
 Upfront investment
 Longer ROI cycle
 Rankings constantly
changing
 Getting to the top is tough
BenefitsOf Each
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13. © 2014The Rand Group, LLC
What’s Important for SEO?
The Google Algorithm
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14. © 2014The Rand Group, LLC
Getting to theTop
Brand, Trust & Social
On-site user engagement features
Viral marketing that begs to be shared
AuthorTrust
Link Building
Scalable, content-based link strategies,
Guest posting on high-value sites
Keyword Research & Targeting
Keyword brainstorming
Term/phrase selection
On-page targeting – titles, metas, URLs,
H1s, text, internal anchor text
Accessible, Quality Content
Unique text content - Bot accessibility
URL structure - Internal link architecture
Sitemaps - Server response codes
The SEO
Pyramid
For optimal results, start with a strong
base and build your way up.
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15. © 2014The Rand Group, LLC
Top 6 Priorities
6. Technical SEO (site map, folder structure, etc.)
5. Mobile Optimized Site
4. Social Media and Local Citations
3. Relevant Webpage Copy & Fresh Content
2. On-page SEO (title tags, meta descriptions)
1. External Content (Link) Strategy
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16. © 2014The Rand Group, LLC
The Basics of Off-Page SEO
Product of Linking
(Off-Page SEO)
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17. © 2014The Rand Group, LLC
The Basics of Off-Page SEO
Unnatural Link Relationships:
• Hundreds of blog comments with links
• Submitting your site to thousands of free directories
Natural Link Relationships:
• An industry outlook article that your CEO authored that is
published on Forbes.com
• A link from the top oil & gas contractor directory
• A press release that is picked up by Chron.com on your
company’s contributions to the community
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18. © 2014The Rand Group, LLC
The Basics of On-Page SEO
• Keyword optimized content
• Keywords embedded in theTitle tag of the page (60
characters or less)
• Keywords embedded in the meta description (160
characters or less)
• Keywords embedded in anchor text
• Keywords in the URL structure
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19. © 2014The Rand Group, LLC
Choosing Keywords
The obvious place to start …
… is unfortunately, not the best
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20. © 2014The Rand Group, LLC
Bad Odds …
Keyword Query Monthly SearchVolume Competition
oil and gas 2900 471,000,000
oil & gas 480 425,000,000
oil and gas company 320 308,000,000
oil and natural gas 320 268,000,000
oil and gas companies 1300 232,000,000
oil and gas industry 1300 230,000,000
oil & gas industry 110 212,000,000
oil and gas engineering 170 105,000,000
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21. © 2014The Rand Group, LLC
Better Odds …
Keyword Query Monthly SearchVolume Competition
oil field equipment 210 59,000,000
construction equipment rental 1300 39,700,000
heavy equipment rental 1900 27,600,000
industrial generator rental 70 12,500,000
oil containment systems 70 1,590,000
drilling fluid companies 110 1,300,000
waste management dumpster
rental 720 930,000
oilfield hauling 30 688,000
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22. © 2014The Rand Group, LLC
Short vs. Long “Tail”
Keyword Query Monthly SearchVolume Competition
oil and gas 2900 471,000,000
waste management dumpster rental 720 930,000
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23. © 2014The Rand Group, LLC
What’s Important for SEM?
1. Don’t LeaveYour KeywordTargeting to Google
2. Your Keyword,Ad Copy, and Landing Page Must Relate
3. TrackYour Conversions
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24. © 2014The Rand Group, LLC
Don’t LeaveYour KeywordTargeting to Google
Keyword MatchTypes
1. Exact - [equipment rental]
› Equipment rental
2. Phrase - “equipment rental”
› Heavy equipment rental
› Landscape equipment rental
3. Broad – equipment rental
› Rental trucks
› Equipment auctions
› DJ equipment rentals
› Party equipment rentals
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25. © 2014The Rand Group, LLC
Keyword,AdCopy, and Landing Page Must Relate
Keyword: “construction equipment rental”
Ad:
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26. © 2014The Rand Group, LLC
Keyword,AdCopy, and Landing Page Must Relate

27. © 2014The Rand Group, LLC
TrackYour Conversions
ClickThrough Rate (CTR) = Clicks / Impressions
Cost PerClick (CPC) = Spend / Clicks
Conversion Rate = (Conversions/ Clicks) * 100
Cost PerAcquisition (CPA) = Spend / Conversions
Impressions
Clicks
Conversions
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28. © 2014The Rand Group, LLC
Top 7 Priorities for SEM
7. GeographicTargeting
6. Keyword MatchingTypes
5. Cost-Per-Click (CPC) Budget
4. ConversionTracking
3. Landing Page with CallTo Action (CTA)
2. Relevant Ad Copy
1. Keyword Selection
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29. © 2014The Rand Group, LLC
SEO vs. SEM
• Use SEM to Produce Immediate Results
• Invest in SEO for the Long Haul
• OwnYour Market
• Be #1 in both Organic and Paid Results
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30. © 2014The Rand Group, LLC
Measuring Success (KPIs)
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31. © 2014The Rand Group, LLC
Measuring Success (KPIs)
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32. © 2014The Rand Group, LLC
Measuring Success (KPIs)
@rand_group

33. © 2014The Rand Group, LLC
Measuring Success (KPIs)
Search Engine Marketing (SEM):
@rand_group

34. © 2014The Rand Group, LLC
Services Products Verticals
Geographical Blog Posts Trial Button
Revenue Generation Engine
Search Engine
Optimization
Email Blast to
3rd Party List
Referrals
Social Media
Pay-Per-Click
(AdWords)
Gated
Conversion
Form
Suspect
Mining
Automated
Email Nurture
Marketing
Lead Scoring Inside Sales/
Telemarketing
Direct Mail
CRM Database

35. © 2014The Rand Group, LLC
8 Questions Executives Must Ask Their Marketing Team
Ensure your marketing department is improving revenue and positioning
your company for growth by asking these eight simple questions:
Download the 8 Questions to Ask Your
Marketing Team Whitepaper here
Or email info@randgroup.com with the
subject “Help Me George!”
Or tweet “@rand_group knows marketing!”