Glynn Devins Search Marketing Webinar


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presentation slides from the 2/3/09 search marketing webinar

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  • Glynn Devins Search Marketing Webinar

    1. 1. Are Search Engines Bringing Your Senior Living Community New Leads? Search Marketing
    2. 2. Search Engines’ Impact average + 430 unique visitors per community per month (+75%) average + 8 online leads per community per month (+125%) Increased monthly web site traffic & leads attained by GlynnDevins’ search marketing clients
    3. 3. Seniors, ACIs & The Internet Demographic Profile of U.S. Seniors Online <ul><li>One third of adults 62+ use the Internet – growing 10% annually </li></ul><ul><ul><li>They are affluent </li></ul></ul><ul><ul><li>#1 Online Activity: search engines – 59% </li></ul></ul><ul><li>80% of Baby Boomers online </li></ul>Source: Pew Research, April 2008 eMarketer, November 2007 Age 62+ Internet Users Age 62+ Some college or more 75% Annual household income $55,000 Employed 26% Married/Partnered 70% Average monthly household expenditures $1,754
    4. 4. <ul><li>Search marketing is the combination of paid search and search engine optimization (SEO) to achieve visibility on search engines for branded & non-branded search terms so that potential residents can find your website. </li></ul>What is Search Marketing?
    5. 5. What is Search Marketing? Why are non-branded search terms important? For every person that has a specific community web site in mind, there are 4-5 other people looking more broadly. Branded Keywords Non-Branded Keywords Your community’s name Your web address (URL) “ Retirement community” “ Senior living” “ Assisted living” “ Nursing home”
    6. 6. Natural Search & Paid Search Search marketing includes search engine optimization (SEO) for natural search rankings and paid search. Sample Google search results page Natural Search Results Paid Search Results Local Business Listings
    7. 7. Why SEO & Paid Search? A heat map illustrates where most people look on a search engine results page
    8. 8. <ul><li>Investing in both SEO and paid search has three benefits for senior living communities: </li></ul><ul><ul><li>More credibility in search results </li></ul></ul><ul><ul><li>Better visibility on the search results pages </li></ul></ul><ul><ul><li>Improved paid search efficiency </li></ul></ul>Why SEO & Paid Search? Quality Score Paid search bid price <ul><li>Relevance is the key to a high Q-Score </li></ul><ul><ul><li>Keyword </li></ul></ul><ul><ul><li>Ad copy </li></ul></ul><ul><ul><li>Copy on landing page </li></ul></ul>
    9. 9. Why Natural Search & Paid Search? Senior living communities with both natural search and paid search visibility average 20% more visitors from search engines & 3x more visitors from non-branded search terms! 90% New Visitors
    10. 10. <ul><ul><li>Search engine optimization (SEO) </li></ul></ul><ul><ul><ul><li>Baseline search engine optimization. </li></ul></ul></ul><ul><ul><ul><li>Advanced search engine optimization for new & nuanced search terms. </li></ul></ul></ul><ul><ul><ul><li>Identify & establish inbound links from appropriate third-party web sites. </li></ul></ul></ul><ul><ul><li>Continuous monitoring of your natural search rankings and bid settings for paid search. </li></ul></ul><ul><ul><ul><li>Monthly report suite that tracks search engine visibility and its impact on web site traffic and online leads. </li></ul></ul></ul><ul><ul><li>Paid search campaign set-up and management. </li></ul></ul><ul><ul><ul><li>Optimize paid search campaign to put emphasis on best performing keywords and remove laggards. </li></ul></ul></ul><ul><ul><li>Dedicated team that stays current on criteria search engines use to rank web sites for natural search results and ensuring your web site has the elements necessary to satisfy those criteria. </li></ul></ul><ul><ul><li>Programming necessary to update your web site for SEO. </li></ul></ul>GlynnDevins Search Marketing Services
    11. 11. <ul><li>Media Costs </li></ul><ul><li>Google and/or Yahoo daily budget x 365 days - Most communities range $15-$25 per day </li></ul><ul><li>Other purchased links for the benefit of SEO </li></ul>GlynnDevins Search Marketing Services One-time set-up (4 hours) $675 Monthly search marketing services (6 hours per month) $950/mo + media costs
    12. 12. GlynnDevins Search Marketing Services Sample Monthly Web Site Analysis
    13. 13. GlynnDevins Search Marketing Services Sample Monthly Natural Search Report
    14. 14. GlynnDevins Search Marketing Services Sample Monthly Paid Search Report
    15. 15. <ul><li>Added Benefits Working With GlynnDevins </li></ul><ul><li>An experienced search marketing provider that also knows senior living marketing. </li></ul><ul><li>Access to a web development team that can advise on other web site architecture and usability improvements. </li></ul><ul><li>Transparent monthly reporting that details web site and search marketing performance. </li></ul>GlynnDevins Search Marketing
    16. 16. <ul><li>I welcome your feedback & follow-up questions. </li></ul><ul><li>Blake Hodges </li></ul><ul><li>Digital Media Strategist </li></ul><ul><li>[email_address] </li></ul><ul><li>913-491-0600 </li></ul>Questions