Sem Vs Seo

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A presentation given by Q2 Interactive Media in August 2009 to a SEM Sales team in Denver Colorado. This presentation will discuss which is better; SEM or SEO and why. Questions about this presentation should be directed to Q2 Interactive Media by emailing info (at) q2im (dot) com or by calling 719-266-2299

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  • Thank you for having meMy name is Michael Paxton with Q2 Interactive MediaAsked to talk about SEO SEM and how sell SEM against SEO
  • Banking / Cellular / Doctors / Auto Shops / Promotional Products / Print Shops / MagazinesSEO / SEM for many different companies but our FOCUS is on the LANDING PAGESEtc…
  • BOTH IS NECESSARY TO HAVE AN OPTIMAL CAMPAIGNSTART SEM First Identify KeywordsLANUCH SEOSEO had HIGH Upfront CostsSEM has consistent pricing / resultsBEFORE THEY WILL UNDERSTAND THE FEATURES, WE HAVE TO SHOW THEM THE BENEFIT
  • AS AN ADVERTISER THIS IS WHAT I WANT:
  • Google Published a 22 page document on how to SEOCoding is different for each engine/directoryReach local has people who walk you through it hand in hand
  • Common Objections next
  • Talk about Cost of starting PROPER SEO campaigns $2K to $10KMonthly of about $2KVs.Cost of starting SEM campaign
  • NO BROWSER LOYALTYHOW HARD IS IT TO OPTIMIZE FOR ALL THESE SITES W/O SEM KNOWLEDGEDOING YOUR OWN PPC PROGRAM CAN BE DAUNTINGCAN YOU CREATE A GOOD AD?WHAT KEYWORDS WILL YOU USE?
  • LETS LOOK AT A HEAT MAP
  • Points:-Traffic distribution – 60% of organic traffic is to the top 3 positions-Hard if not impossible to get to the top 3 without experienced developers and low competition-At the mercy of the engine for rankings
  • USING PHRASES LIKE PPC/ADVERTISERS ARE BECOMING MORE AWARE OF THE “SEM” WORLD
  • Questions?
  • Each will get a DIY SEO Checklist via email and this slideshow
  • Sem Vs Seo

    1. 1. SEM vs. SEO<br />Presented by: <br />Colorado Springs Web Site Design, Development, and Marketing Experts<br />
    2. 2. About Us<br />Founded in 2001<br />Focus on web site design / development<br />Secondary focus on web marketing<br />
    3. 3. So, which is better?<br />
    4. 4. Which option is better?<br />We believe that both are necessary to operate an effective web marketing presence. <br />Depending on the clients, budget, knowledge, patience level, and marketing objectives, will determine which option is best to do first.<br />We believe that all good search campaigns start with a paid program to identify (CTR) and (CA) before attempting to optimize a site.<br />Source: elliance.com<br />
    5. 5. Understanding the advertiser<br />SEM<br />SEO<br />Predictability<br />Unlimited Term Usage<br />Quantify Results<br />Low Time commitment<br />Low Knowledge Level<br />Easy Cost Control / ROI / CPA<br />
    6. 6. Understanding Predictability<br />SEO (Unpredictable)<br />No finite timeline on top rankings (6-24 months)<br />No guarantee on top rankings (always fluctuating)<br />No way to specifically quantify traffic increase<br />Traffic generated may not produce calls / web actions<br />SEM (predictable)<br />Historical data used to create campaign<br />Quantifiable result tracking<br />Acquisition reporting tools included<br />
    7. 7. Understanding Term Usage<br />SEO (Minimum)<br />Proper SEO requires optimization for 5 or less major keywords.<br />Organic placement is limited to those keywords<br />SEM (Unlimited)<br />Thousands of keywords can be used to generate traffic<br />Maximum visibility<br />
    8. 8. Understanding Result tracking<br />SEO <br />Results can be distorted with other marketing efforts<br />Can take months or years to notice higher rankings and still may never get them in the top 2, ever.<br />SEM<br />1st page rankings can occur immediately upon launch<br />Specifically tracked with proxy pages<br />Call and click monitoring for traffic generated<br />
    9. 9. Understanding Time Commitment<br />SEO <br />Continuous monthly evaluations necessary<br />Constant changes to the site<br />Multi engine research to verify results<br />SEM<br />Self -optimizing<br />No changes to the main website<br />All major search engines covered with one program (RL vs. Self)<br />
    10. 10. Understanding Knowledge Level<br />SEO (FREE) - Complex<br />High degree of Coding knowledge required<br />Multiple search engine knowledge required<br />No search engine support during process<br />SEM (PAID)- Simple<br />No coding knowledge needed<br />No search engine knowledge needed<br />Personal support during entire process<br />
    11. 11. Understanding Cost Control…<br />SEO – (Heavy up-front costs)<br />Analysis - $100 to $250 per hour<br />Implementation - $60 to $90 per hour<br />Number of hours based on site size and initial structure<br />No way to specifically quantify traffic increase<br />Additional cost to monitor calls<br />SEM (Consistent controllable costs)<br />Free analysis of site needs and overall potential effectiveness<br />Minimal up-front costs<br />No developer to pay for SEO implementation<br />Quantifiable result tracking<br />Call monitoring included in campaign costs<br />Acquisition reporting tools included<br />Most cost effective methods of advertising compared to tradition media (Newspaper, direct mail, radio, tv)<br />
    12. 12. “SEM seems pretty expensive.”<br />
    13. 13. Common Objections<br />SEM seems pretty expensive<br />Compared to any other online advertising medium, SEM is the least expensive and the most consistent in cost across all mediums.<br />SEO can be very expensive unless the client is trained in SEO guidelines and has the technology and education to do it themselves.<br />
    14. 14. Cost benefit of SEO vs. SEM<br />Although the long term cost per click (CPC) of organic rankings are lower than (PPC / SEM), there is a substantial amount of time in market required and a hefty initial investment to gain organic rankings.<br />PPC/SEM remains consistent and mitigates initial barriers to entry.<br />Source: elliance.com<br />
    15. 15. “I can do it on my own.”<br />
    16. 16. How does the buyer search for an advertiser?<br />This graph shows that buyers have very little loyalty to any specific search engine. Although Google is the dominate search engine, they are far from keeping loyal surfers.<br />
    17. 17. “More people use the ‘free’ (organic) side than the ‘paid’ side.”<br />
    18. 18. Common Objections<br />More people use the Free (organic) side than the Paid side.<br />Although that statement is true, remember how often your site will actually show up in an organic result for the number of keyword terms you can use SEM for?<br />The top 2 organic listings get 60% of the traffic. <br />Challenge consistency of ranking<br />Must be in the top 5 to be effective<br />Minimal term use for optimization<br />SEO is not Geo Targeted, so local relevant results are generally not listed.<br />
    19. 19. How does the buyer FIND an advertiser on Google?<br />This image shows that:<br />-25% of users will click on a Paid listing<br /> -75% of users will click on an Organic (free) listing<br />Source: Hubspot.com<br />
    20. 20. “I already rank on the search engines.”<br />
    21. 21. Common Objections - Cont.<br />I already rank on searches<br />The top 2 organic listings get 60% of the traffic. <br />Challenge consistency of ranking<br />Must be in the top 3 to be effective<br />Minimal term use for optimization<br />SEO is not Geo Targeted, so local relevant results are generally not listed for broad keyword terms.<br />
    22. 22. “My web developer can do the SEO.”<br />
    23. 23. Common Objections - Cont.<br />My web developer can do the SEO.<br />Qualify his / her training level<br />What keywords will be used?<br />What is does your link building campaign look like?<br />Do they have a copywriter on staff?<br />How will you keep from being blacklisted?<br />
    24. 24. How does the advertiser feel about SEM? <br />This graph shows that consumer trending regarding key marketing phrases (SEO, SEM, PPC) favors SEM 3:1 in Google searches.<br />Source: imod.co.za/2009/05/29/seo-vs-sem-vs-ppc/<br />
    25. 25. Conclusion<br />SEO is higher in initial cost<br />SEM is more consistent in cost over time<br />SEO takes a high degree of technical knowledge and trust<br />SEM requires little knowledge and trust can be earned quickly<br />SEO is unpredictable and takes months to see results<br />SEM is highly predictable and takes only days to see results<br />SEO is limited in keyword scope<br />SEM leverages massive amounts of available keywords<br />SEO is search engine specific in development<br />SEM is cross engine compatible w/o changes<br />DO SEM FIRST THEN OPTIMIZE YOUR SITE FOR TOP 5 KEYWORDS<br />
    26. 26. How we can help<br />Landing Pages - Increase conversions with effective landing pages, leading to longer lasting, happier clients.<br />Display ad creation - Quick inexpensive creation of display ads to support your clients marketing efforts.<br />Technical Support - Don&apos;t get stumped by your clients. Ask us.<br />719-266-2299<br />www.Q2IM.com<br />

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