Search Engine Optimisation Your Questions Answered


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Presented by Remone Tawadros, Operations Director Advantate, Search Marketing Experts to the Victoria Online Seminar Series, Wednesday 29 July 2009

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Search Engine Optimisation Your Questions Answered

  1. 1. Search Engine Optimisation Your questions answered Remone Tawadros Operations Director
  2. 2. Introduction The search marketing landscape Search trends, search ad spend The role search plays in the online and offline advertising world Search engines in the marketing mix Why participate in search engine marketing
  3. 3. The search marketing landscape • Google is the #1 website visited by Australians • Search Engines account for 11% market share of total website visits • More people use a search engine than Facebook, news sites or online banks Search Engines Social Networking and Forums News and Media Shopping and Classifieds April, 2005 April, 2008 Email Services Portal Frontpages Banks and Financial Institutions Travel 0% 2% 4% 6% 8% 10% 12% * Source: Hitwise Industry Share of Visits by Australian Internet Users, April 05 vs April 08
  4. 4. Search trends, search ad spend Reach* • Online Audience - 13.1 million • 92% visit a search engine (12.1M) • 88% of searches on Google PWC: IAB Online Advertising Expenditure Report, March 09
  5. 5. Search trends, search ad spend PWC: IAB Online Advertising Expenditure Report, March 09
  6. 6. Primary Search Engine
  7. 7. Search Engine Relationships Paid Search Results Organic Search Results Supplemental Paid Search Results
  8. 8. How Search Engines Work • At a simple level, a search engine result is made up of three components working together. 1. Secret Algorithm to 2. A database that 3. A “spider”, “crawler” determine the ranking stores the indexed or “robot” that position of a page pages systematically searches and indexes the web
  9. 9. Search Engine Optimisation • To help our customer’s site rank high, we must influence these components to our advantage. • We refer to them as: – On-Page Factors – Off-Page Factors
  10. 10. On – Page Factors On-Page Factors You need to say the right things …. Don’t leave it for others to work out!
  11. 11. Spider Search Engine interaction = Spider Food Relevant Inclusion Content
  12. 12. Spider Accessible to Site Crawlers Page one Javascript:void (0); !!! Page two Home Page three
  13. 13. Diagnostic Tools
  14. 14. Off – Page Factors Off-Page Factors We think you are great Others need to feel the same
  15. 15. Links All about All about All about your your business your business business Topically Links from highly Relevant credible websites on the same topic. Topically relevant & Highly Credible
  16. 16. Diagnostic Tools
  17. 17. Relevance to consumers Relevance • Being indexed only means you’re in the race • There are more than X,000,000,000 other runners …each one at the mercy of : “Search Query” Matching process / Algorithm ON page factors: OFF page factors: * Body copy * Links from other websites * Internal links * etc Source: Greenlight UK
  18. 18. Example of government sites that need attention ??
  19. 19. Swine Flu results With Victoria having the most cases of human swine flu (1,876 humans)
  20. 20. Example of a good government site
  21. 21. SEO Snapshot Search Engine Optimisation (SEO) – Keyword strategy » Selecting keywords to optimize for – What do search engines look for at your site » Copywriting for search engines » Writing SEO-specific pages » Frequent content changes » Relevancy • What do search engines look for outside your site » Link building strategies
  22. 22. Why participate in search engine marketing (SEM) Search Engine Marketing offers unparalleled results for advertisers. • Reach • Cost • Timing • Flexibility
  23. 23. Why participate in search engine marketing (SEM) • Reach – Access to ~80% of Internet users worldwide • Cost – Low costs for high ROI – Pay Google when users click on your ads • Timing – Ads are seen by users looking to purchase – Reach your audience at the right time, with the right message • Flexibility – Start advertising quickly – Unlimited changes, whenever you want – You can target ads to the specific location & language of your customers
  24. 24. The role search plays in online and offline advertising world Tagged keyword of any media directs viewers to Search
  25. 25. Search engines in the marketing mix DM Broad- Broad- Email casting
  26. 26. What key performance indicators (KPIs) should search marketers consider? When doing Search Engine Marketing there's always a goal to look towards Traffic Sign ups Rank #1 Increase the number of qualified visitors Reduce cost of leads
  27. 27. Wrap up Q&A