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This presentation, presented by Carl Wochele from R&A Marketing, will introduce and stress the importance of Search Engine Marketing has on an everyday marketing plan.

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  1. 1. Let’s talk about evolution Search Engine Marketing Search Engine Optimization Pay Per Click
  2. 2. Throughout marketing history media has always evolved
  3. 3. The evolution of media… <ul><li>SIGNS </li></ul><ul><li>NEWSPAPERS </li></ul><ul><li>RADIO </li></ul><ul><li>NETWORK TV </li></ul><ul><li>CABLE TV </li></ul><ul><li>SATELLITE TV/RADIO </li></ul><ul><li>COMPUTERS/ONLINE </li></ul><ul><li>MOBILE </li></ul>
  4. 4. During evolution some things become extinct
  5. 5. … while other things become endangered species that must adapt to survive ME! YOU?
  6. 6. The point is… <ul><li>The emergence of a new medium is nothing new to any of us </li></ul><ul><li>We know from experience that Ms. Jones preferences/media use will change </li></ul><ul><li>Change creates opportunity for those that embrace it…and leaves behind those who don’t </li></ul><ul><li>BUT…change happens so fast now that it can cause discomfort </li></ul>
  7. 7. The “marketing DNA” we all know does not change online <ul><li>Define your target </li></ul><ul><li>Establish a relevant position for your products and services </li></ul><ul><li>Reach as many qualified prospects as many times as possible </li></ul><ul><li>Create a compelling reason to respond </li></ul><ul><li>Provide unparalleled service </li></ul><ul><li>Create a “seamless” experience from the first point of contact to after the sale </li></ul>
  8. 8. R&A Fundamental Belief <ul><li>A website is not just an online portal. It is an open invitation to Ms. Jones that should reflect the same values and ideals that a “brick and mortar” store possesses. Ultimately we are violating our “what you say VS what you do” mentality if the website does not live up to the store or vice versa. </li></ul>
  9. 9. R&A online strategy <ul><li>True integration with offline media </li></ul><ul><li>Focus first on search strategies…online advertising can grow as we learn more about Ms. Jones’ online habits </li></ul>
  10. 10. What SEM is NOT <ul><li>SEM is not free </li></ul><ul><li>SEM is not easy </li></ul><ul><li>SEM is not static </li></ul><ul><li>SEM is not a replacement for a good web site </li></ul>
  11. 11. SEM Search Engine Marketing SEO Search Engine Optimization PPC Pay Per Click Relational, organic search Transactional, paid search
  12. 12. What is search? Paid search Organic search
  13. 13. SEO: why it’s important to your marketing plan <ul><li>Internet use is the only medium growing since ‘04 </li></ul><ul><li>74% on the American population is now online and it grows daily </li></ul><ul><li>80%+ of internet users search sites thru either paid or organic search (250M searches per day) </li></ul><ul><li>Organic searches are more trusted, 61% of searches click on organic listings </li></ul><ul><li>Searchers are 6x more likely to click on the first 3 organic listings VS paid </li></ul>
  14. 14. Search engine optimization Titles URL Description
  15. 15. What to look for in your SEO plan <ul><li>Keyword use is maximized </li></ul><ul><ul><li>The right words properly placed </li></ul></ul><ul><ul><li>Title tag and page headers most important </li></ul></ul><ul><li>All links are fully functional </li></ul><ul><ul><li>Frequent but not excessive </li></ul></ul><ul><li>Ideal page “weight” </li></ul><ul><ul><li>File size not excessive </li></ul></ul><ul><ul><li>Spiders search text, not images </li></ul></ul><ul><li>Proper page indexing </li></ul><ul><ul><li>Criteria differs by search engine </li></ul></ul>
  16. 16. What to look for continued…. <ul><li>Ensure old pages are removed and new ones recognized </li></ul><ul><ul><li>Site:yourwebsite.com to check </li></ul></ul><ul><ul><li>Fresh content increases searchability </li></ul></ul><ul><li>Effective URL strategy </li></ul><ul><ul><li>Keyword, brand, geographic location, etc. </li></ul></ul><ul><li>Proper use of Mega Tags </li></ul><ul><ul><li>Header tags, title tags, content tags, image tags </li></ul></ul><ul><li>Backlinks are optimized </li></ul><ul><ul><li>Links increase searchability </li></ul></ul>
  17. 17. PPC: why it’s ALSO important to your marketing plan <ul><li>Majority of search funds spent today goes to PPC: $8.9B in ‘09 </li></ul><ul><li>More immediacy than SEO </li></ul><ul><li>Can support timed promotions </li></ul><ul><li>Placement is more reliable </li></ul><ul><li>Easy/quick to adjust </li></ul>
  18. 18. What to look for in your PPC programs <ul><li>Keywords selected to maximize search </li></ul><ul><ul><li>Adwords use most common search terms </li></ul></ul><ul><ul><li>Use more specific terms </li></ul></ul><ul><li>“ Adwords” contain strong offer </li></ul><ul><ul><li>Limited space to “hook” the searcher </li></ul></ul><ul><li>Use landing pages, don’t go directly to home page </li></ul><ul><ul><li>Clearly reflects Adwords offer/message </li></ul></ul><ul><ul><li>Focus on what action you want taken </li></ul></ul><ul><li>Structured to achieve high page quality score </li></ul><ul><ul><li>Adwords system looks at factors to determine relevance </li></ul></ul><ul><li>Gets high benchmark scores </li></ul><ul><ul><li>Click thru, conversion </li></ul></ul>
  19. 19. Big Furniture Discounts 3-way savings ends soon Shop now for best selection, savings AD WORDS LANDING PAGE
  20. 20. Why use both SEO and PPC <ul><li>Pre-empts competition from both spots </li></ul><ul><li>Multiple listings increases click thru </li></ul><ul><li>Covers both long term (relational) and short term (transactional) needs </li></ul><ul><li>Increases pure brand/name exposure </li></ul>
  21. 21. Parting comments <ul><li>You will never get started with search engine marketing unless you budget for it </li></ul><ul><li>You will not maximize the benefits of search engine marketing if your web site is not properly designed to turn traffic into sales </li></ul>