What Search Engine Marketing (SEM) Can Do For Your Business

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Search Engine Optimization and Pay-Per-Click advertising are powerful revenue generating tools. Learn how you can put these to work in your business.

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What Search Engine Marketing (SEM) Can Do For Your Business

  1. 1. What Search Engine Marketing(SEM) Can Do For Your Business © 2013 schlarconsulting.com
  2. 2. In promoting yourbusiness on the Internet…“Search” is the name ofthe game. © 2013 schlarconsulting.com
  3. 3. In the U.S., the Search marketis owned by three companies. Google 67% Bing 16% Yahoo 12% comScore qSearch 2012 © 2013 schlarconsulting.com
  4. 4. “Search” is all about the battleto appear on Page One… © 2013 schlarconsulting.com
  5. 5. So that your business can be found. © 2013 schlarconsulting.com
  6. 6. If your listing doesn’tappear on page one…your companydoesn’t exist. © 2013 schlarconsulting.com
  7. 7. Good Search EngineMarketing (SEM) delivers:• Targeted website traffic• More conversions from clicks to leads• Lower cost per customer acquisition• Pre-qualified buyers• Greater brand awareness• An expanded audience• Measurable results © 2013 schlarconsulting.com
  8. 8. Search Engine Marketing:How the game is played © 2013 schlarconsulting.com
  9. 9. The battle for Page One is fought on two fronts:Search Engine Optimization (SEO) andPay-Per-Click (PPC) advertising. © 2013 schlarconsulting.com
  10. 10. Search Engine Optimization (SEO) The science of boosting your web site’s “organic” or natural visibility in a search engine’s results. © 2013 schlarconsulting.com
  11. 11. Two kinds of Search results: organic and PPC. PPC PPCorganic © 2013 schlarconsulting.com
  12. 12. Google analyzes 200+ SEO-related factors perweb site to determine its Search rankings. © 2013 schlarconsulting.com
  13. 13. Some SEO factors are moreimportant than others.• Keywords• Page content• Inbound links• Freshness• Social interaction• Blogs• Mobile friendliness © 2013 schlarconsulting.com
  14. 14. But Google is verysecretive about theirsearch algorithms.© 2013 schlarconsulting.com
  15. 15. Investing in SEO:What to Expect © 2013 schlarconsulting.com
  16. 16. SEO can target and boostlocal, national, global sales. © 2013 schlarconsulting.com
  17. 17. But SEO is not a silver bullet.Results are gradual. If done correctly, youwill see a measureable boost in web traffic. © 2013 schlarconsulting.com
  18. 18. Many firms sell SEO, few do it well. © 2013 schlarconsulting.com
  19. 19. SEO improvements should bepart of a bigger picture. © 2013 schlarconsulting.com
  20. 20. I tried SEO….It didn’t work. © 2013 schlarconsulting.com
  21. 21. Did you try to doit by yourself? © 2013 schlarconsulting.com
  22. 22. Did you hire alocal mom &pop web firm todo the work? © 2013 schlarconsulting.com
  23. 23. Is your website small,with few pages andlittle content? © 2013 schlarconsulting.com
  24. 24. Are you up against big,established players? © 2013 schlarconsulting.com
  25. 25. SEO pitfalls© 2013 schlarconsulting.com
  26. 26. Lots of shady characters lurking around the darkrecesses of the Internet. Some promise too much, deliver too little. © 2013 schlarconsulting.com
  27. 27. Google may punishyou for theirunethical behavior.
  28. 28. Getting SEO to work well © 2013 schlarconsulting.com
  29. 29. Search enginesregularly “crawl”websites lookingfresh content. © 2013 schlarconsulting.com
  30. 30. Your website should followwell-defined rules for coding,keywords, content. © 2013 schlarconsulting.com
  31. 31. Software tools can spot errors, but SEO fixesrequire specialized skills © 2013 schlarconsulting.com
  32. 32. Google likes toperiodicallychange the rules. © 2013 schlarconsulting.com
  33. 33. Pay-Per-Click (PPC) Advertising © 2013 schlarconsulting.com
  34. 34. Paid ads appear at the top,bottom, and side of asearch results page.Advertisers are onlycharged if an ad is clicked. © 2013 schlarconsulting.com
  35. 35. PPC is incredibly powerful
  36. 36. With PPC• You can start seeing results in days• You can geo-target specific markets• You can reach global markets• You can reach mobile devices• You can control costs• You can measure results © 2013 schlarconsulting.com
  37. 37. I tried PPC advertising, it didn’t work… © 2013 schlarconsulting.com
  38. 38. • Did you try to do it yourself?• Did you hire a local mom & pop web shop to do the work?• Did you fine tune your ad campaign over a period of weeks?• Did you spend enough per click?• Are you getting clicks but not conversions? © 2013 schlarconsulting.com
  39. 39. Getting PPC to work properly © 2013 schlarconsulting.com
  40. 40. • Google and Bing make it relatively easy to start PPC advertising, but….• It seems simple, but get it working well is complicated.• PPC success requires strong language and technical skills & creativity.• PPC doesn’t work in a vacuum, tie-in with other marketing factors is key. © 2013 schlarconsulting.com
  41. 41. Other programs that integrate well withSEO and PPC• Email marketing• Web video• Content marketing• Social media• Mobile advertising• Webinars, presentations• Direct mail © 2013 schlarconsulting.com
  42. 42. The Big Picture. © 2013 schlarconsulting.com
  43. 43. SEO and PPCVisibleMarkets can help you to reach hidden or underserved markets.HiddenMarkets © 2013 schlarconsulting.com
  44. 44. SEO and PPC don’t work in isolation.Good marketing programs arebalanced and diversified. © 2013 schlarconsulting.com
  45. 45. For strong results, youneed a solid marketingstrategy and plan. © 2013 schlarconsulting.com
  46. 46. A weak brand identity,tired old website, and poor messaging bring lackluster results. © 2013 schlarconsulting.com
  47. 47. Google made $14.4B* in Q4 2012.89 %** of this came from advertisingrevenues.* Bloomberg Businessweek** MediaPost Communications © 2013 schlarconsulting.com
  48. 48. Wouldn’t you liketo get your piece of the action? © 2013 schlarconsulting.com
  49. 49. Thank You! © 2013 schlarconsulting.com Email: info@schlarconsulting.com

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