Bia Marketing Presentation Culbertson

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BIA Marketing Seminar (Dave Culbertson / SEO and Search) Presented December 11, 2008

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Bia Marketing Presentation Culbertson

  1. 1. Dave Culbertson ANALYTICS, SEO, & ADVERTISING
  2. 2. WHY WEB ANALYTICS? If you're flying blind, you won't land where you want to
  3. 3. <ul><li>Some metrics to track: </li></ul><ul><li>Visits - how many? </li></ul><ul><li>Origin - from where </li></ul><ul><li>Navigation - what did they go </li></ul><ul><li>Page views - how many? </li></ul><ul><li>Time on site - were they interested? </li></ul>Web Analytics
  4. 4. Host or Google.
  5. 5. And then dig deeper.
  6. 6. Search: The New Yellow Pages
  7. 7. SEARCH ENGINE OPTIMIZATION (SEO)
  8. 8. Google is the Big Dog
  9. 9. <ul><li>SEO = Search Engine optimization </li></ul><ul><li>SEO is the active and continuous practice of improving various internal and external aspects of a website in order to improve its rank in search engine results , leading to increased visits from search engine users </li></ul>What is SEO?
  10. 10. <ul><li>We're #2! </li></ul><ul><li>Page 1 or you're nowhere </li></ul><ul><ul><li>2/3 of searchers stay on page 1 </li></ul></ul><ul><ul><li>Top 3 = 70% - 80% of clicks </li></ul></ul><ul><li>High rankings = positive brand equity </li></ul><ul><li>What are the results for your company name? </li></ul>SEO is Vital
  11. 11. <ul><li>Competing against everything on the web </li></ul><ul><li>Competition changing </li></ul><ul><li>Google changing </li></ul><ul><li>Google loves content! </li></ul>SEO is Hard
  12. 12. SEO Success is Possible!
  13. 13. <ul><li>“ The value of Internet advertising is the ability to reach your target audience in the right place at the right time with a compelling message in the most cost-effective manner.” </li></ul>Internet Advertising
  14. 14. <ul><li>Search engine pay-per-click ads </li></ul><ul><ul><li>Google, Yahoo, AOL, MSN </li></ul></ul><ul><ul><li>Ads appear when searcher enters selected keywords </li></ul></ul><ul><ul><li>Advertiser charged when ad is clicked </li></ul></ul><ul><li>Email </li></ul><ul><li>Display ads </li></ul><ul><ul><li>Banners (Dispatch, Yahoo, etc.) </li></ul></ul><ul><ul><li>Text (&quot;ads by Google&quot;) </li></ul></ul>Internet Advertising Types
  15. 15. Internet Advertising Visitor intent varies by type
  16. 16. Internet Advertising #1 Organic Ranking + #1 Sponsored Ad = magic

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