Benefits Of Search Marketing: Boss-Convincing Reasons to Invest in SEO


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Boss convincing reasons to invest in search engine optimization. Why it's important to consider a SEO strategy first before your social media strategy or viral marketing strategy.

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  • In this survey of 302 SMBs, the penetration of digital/online media increased from 73 percent in August 2008 to 77 percent in August 2009, while that of traditional media decreased from 74 percent to 69 percent during the same period. Penetration is defined as the percentage of SMBs using a given type of media, irrespective of spending level.
  • *According to advertisers, PPC and SEO delivers the highest ROI out of all of the advertising vehicles. This is over email marketing, conferences, PR and direct mail. (source: eMarketer, 2007)
  • Benefits Of Search Marketing: Boss-Convincing Reasons to Invest in SEO

    1. 1. Boss-Convincing Reasons to Invest in Search Engine Optimization Presented by, B Line Marketing
    2. 2. No Love From Googles’ Spiders
    3. 3. SMB Invest More in Digital Media Investment in Online Media Surpasses Traditional Media for First Time among Small-Business Advertisers (Source: Local Commerce Monitor: 2007-2009)
    4. 4. What is SEO? <ul><li>Search engine optimization ( SEO ) is the process of improving the volume or quality of traffic to a web site from search engines via &quot;natural“ (&quot;organic&quot; or &quot;algorithmic”) </li></ul><ul><li>1000s of factors involved in algorithm </li></ul><ul><li>Can be complicated and messy </li></ul><ul><li>Always changing and redefining itself based on market, competitiveness, technology and new engines </li></ul><ul><li>Should be utilized in all online marketing and PR materials </li></ul><ul><li>Helps determine strategy for long-term success </li></ul><ul><li>Yields the highest ROI* (eMarketer) </li></ul>
    5. 5. Killing 5 Birds with One SEO Campaign
    6. 6. SEO Proved Most Effective <ul><li>Comparing low cost traffic sources </li></ul><ul><li>SEO proved more effective than email, blogs, links, viral video and social site profiles </li></ul>
    7. 7. SEO Can Be a Simple Process But HARD to Execute <ul><li>Multiple pieces to coordinate </li></ul><ul><li>Several departments to work with </li></ul><ul><li>Lots of different skill sets (content writing, technical know-how, PR/ relationship-building, creative thinking, analytical thinking, etc.) </li></ul><ul><li>Chasing a moving target with new SEO requirements like search engine updates and new technology </li></ul>
    8. 8. SEO Can be Complex: 1000s of Factors Influencing Ranking
    9. 9. Organic vs. PPC <ul><li>An organically (SEO) ranked site in position #1-6 gets more visibility than a #1 ranked paid search (PPC) advertisement (source: Comscore) </li></ul><ul><li>SEO drives 75%+ of all search traffic (source: SEMPO) </li></ul><ul><li>Companies are pulling budget from other media and continuing to increase their online ad budget by over 1% each year since online is more trackable (source: eMarketer) </li></ul>
    10. 10. Low Cost per Lead from Inbound Marketing Tactics <ul><li>Low cost per lead with SEO, social media and blogs </li></ul><ul><li>SEO proves again to be a lower cost than PPC </li></ul><ul><li>SEO strategy necessary in order to achieve effectiveness of social search and blogs </li></ul>
    11. 11. SEO Strategy Comes First <ul><li>SEO strategy should come FIRST before the social media strategy </li></ul><ul><li>The results of SEO strategy can help with your social media planning and viral marketing </li></ul>
    12. 12. Who Cares Unless You Can be Found <ul><li>Facebook requires a search </li></ul><ul><li>YouTube requires a search </li></ul><ul><li> requires a search </li></ul><ul><li> requires a search </li></ul>
    13. 13. More Optimized Media = More Rankings <ul><li>More media accessible, the more likely to achieve top ranking </li></ul><ul><li>Google’s search results page pulls from various media databases (i.e. </li></ul><ul><li>Optimized video or images are less competitive and often easier to rank than text </li></ul><ul><li>Optimizing several media types can have a multiplier effect and boost rankings </li></ul>
    14. 14. Blended Results from Google Pulls In Video and Image Content
    15. 15. One Google Web Search Pulls News, Local and Image Results
    16. 16. Optimize Your Blog For Real Estate on Search Results Page
    17. 17. More Market Share Requires A Smart SEO Strategy <ul><li>When Bing serves Yahoo search results (likely Q4 in 2010) they will be bigger contenders for market share </li></ul><ul><li>More leads possible from Yahoo and Bing </li></ul><ul><li>Staying on top of Bing algorithm is critical to reaching 26% of search engine market </li></ul><ul><li>New tactics apply to earning Bing rankings </li></ul>
    18. 18. Sandwich SEO Into Your Website
    19. 19. Keyword Research Is Fundamental <ul><li>Keyword research shapes SEO strategy </li></ul><ul><li>Terms organized by theme, popularity, relevance, competitiveness, existing rank </li></ul><ul><li>Generate ideas and solutions for “sticky” articles, FAQs and blog topics </li></ul><ul><li>Terms used in shaping social media strategy, blogs and link back guidelines </li></ul>
    20. 20. Longer Phrases = Higher Conversions <ul><li>This peaks at 4 words per phrase </li></ul><ul><li>DoubleClick and comScore found that the majority of clicks on searches came from generic searches- not brand names. </li></ul>
    21. 21. One Optimized Phrase Packs a Punch <ul><li>Multiplier effect happens </li></ul><ul><li>Targeting one 3+ keyword phrase can improve several related terms </li></ul><ul><li>Global site edits for primary terms improve rankings for secondary sets of terms </li></ul><ul><li>Still requires consistent maintenance </li></ul>
    22. 22. Optimize Off-Page Referrals <ul><li>Various streams of traffic help referrer traffic to website. </li></ul><ul><li>Optimize the process to boost quality of link back and page rank. </li></ul><ul><li>Listen to social community for new long-tail keyword phrases. </li></ul><ul><li>Listen for branding, feedback, ideas and PR pulse. </li></ul><ul><li>Understand profile of target audience and how they like to engage and with what media. </li></ul>
    23. 23. Maintenance Pays Off for Ongoing Long Term Success
    24. 24. Qualifications <ul><li>45+ years of combined experience </li></ul><ul><li>Google Analytics Certified </li></ul><ul><li>Search Engine Workshop Certified </li></ul><ul><li>UBC Award of Achievement in Web Analytics </li></ul><ul><li>Certified by Market Motive for Online PR </li></ul><ul><li>eMarketing Talk Show co-host, podcaster with leading SEO experts </li></ul><ul><li>Up to date on latest tactics, strategy, technology, etc. </li></ul><ul><li>Relationships with search engines themselves and other gurus in industry </li></ul>
    25. 25. Let us know if we can help… Brooke Spilberg Senior Search Marketing Strategist B Line Marketing 800-356-4319 x12 [email_address]