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EngineWorks: E-Tourism Search Marketing Presentation

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EngineWorks Search Engine Marketing presentation at the E-Tourism Summit

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EngineWorks: E-Tourism Search Marketing Presentation

  1. 1. Scott Fish Director of Search Engine Optimization
  2. 2. Search . . . Driving Business Online ◉ 4 out of 5 new visitors arrive through engines. ◉ 90% abandon search within first 3 pages of results. ◉ Top 10 results visited 78% more than next 20. SOURCE: February, 2008, comScore Networks (New York) ◉ 62% of online shoppers use general search engines.
  3. 4. SEARCH MARKETING Powering your Marketing Mix
  4. 5. Powering your Marketing Mix ◉ How customers seek-out your offerings ◉ In-depth research and analysis Professional Search Engine Marketing ◉ Most effective targeting and messaging ◉ Integrate through all media channels
  5. 6. Drive Messaging through All Channels
  6. 7. SEARCH MARKETING Natural Optimization
  7. 8. ◉ Competitive Search Landscape Analysis ◉ In-depth Natural Keyword Research ◉ Targeted SEO Keyword List ◉ Site Optimization Document Structured SEO Process ◉ Implementation Guidance and Consulting Search Engine Optimization
  8. 9. О О О О О ► Keyword Research / Analysis Optimized Keyword List Optimization Enhancements Natural SEO Methodology
  9. 10. Optimized Site Pages Attract Search Spiders Prominent Search Listings ● Natural SEO Methodology
  10. 11. RESEARCH Knowledge is Power
  11. 12. R E S E A R C H Goals Defined Keyword Expansion C O N S U L T Search volumes E V A L U A T E Discover Trends A N A L Y Z E C A T A G O R I Z E Structure Keywords Select Patterns F O C U S Provide Strategies D I R E C T I O N Optimized Keyword Generation
  12. 13. Power Through Search Engines SM Expansion and Targeting
  13. 14. Natural Optimized Keyword List ● Relevant Analysis ● Quantity of searches ● Competitive Web Pages ● Most important phrases Keyword Research & Analysis
  14. 15. Current positioning of competitive Web sites for Optimized Keyword List ● Top Direct Competitors ● Landscape Competitors ● Pages Indexed ● Inbound Links ● Google PageRank Competitive Analysis
  15. 16. Traffic Driving Keywords ►
  16. 17. Search . . . Real Results Month Natural SEO campaign improved site positioning and traffic. +59% Search Revenue (vs. +19% overall online) +21% Avg. Order Size +31% No of Transactions
  17. 18. Drive Messaging through All Channels
  18. 19. Pre-Optimized Messaging
  19. 20. Optimized Marketing Message C E L E B R I T Y
  20. 21. Message Driving Off-Line Revenue
  21. 22. Drive Messaging through All Channels
  22. 23. SEARCH MARKETING Natural SEO + Paid Search
  23. 24. Cross-Discipline Search Campaign
  24. 25. Natural SEO + Paid Search ◉ Optimize SEO elements around current keywords ◉ Identify keywords driving conversions NOW Cross-Discipline Performance ◉ Dramatically improve Natural search positioning ◉ Substantial increase in number of leads
  25. 26. Paid Search Real-Time Insight
  26. 27. Keywords Driving Conversions
  27. 28. Cross-Discipline Results Improved Natural Search Positioning
  28. 29. Cross-Discipline Results Percent Increase in Number of Leads pastry chef school +200% pastry schools +500% pastry school +440%
  29. 30. Cross-Discipline – Making Dough! Natural Search Engine Performance January 2008 through June 2008 Total Monthly Revenue Increase +433% Through Natural Search Results for these 3 Priority Keywords
  30. 31. SEARCH MARKETING SEO in Travel & Tourism
  31. 32. Luxury Southern Resort Top 100 Priority Terms in Google Pre-Optimization (22% Top 100) Site Optimized (92% Top 100)
  32. 33. Tourism & Resort Performance Increased Ranking = Increased Visits Monthly Organic Traffic 30x
  33. 34. Scott Fish Director of Search Engine Optimization [email_address] www.engineworks.com

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