SEO & SEM: How To Increase Your Online Traffic Using Both


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Presented by ReachLocal\'s National Multifamily Program Manager, Sheena Shive, this 30-minute presentation will break down the differences between SEO and SEM, introduce the concept of WPO, and provide real life scenarios and actionable takeaways that will help you to ensure optimal web presence for your properties in 2012 and beyond

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SEO & SEM: How To Increase Your Online Traffic Using Both

  1. 1. SEO & SEM How To Increase Your Online Traffic Using BothPresented by Sheena ShiveNational Program Manager, Multifamily © 2011 ReachLocal, Inc.
  2. 2. About ReachLocal Full Service Public Company Industry Leader Global Enterprise 1500 EMPLOYEES 50 OFFICES NORTH AMERICA EUROPE & AUSTRALIA © 2011 ReachLocal, Inc.
  3. 3. © 2011 ReachLocal, Inc.
  4. 4. Agenda• What is SEO & SEM (PPC)• What are the main differences?• Which is right for you?• How SEO & SEM work together• Web Presence Optimization• Scenarios & Examples• Questions © 2011 ReachLocal, Inc.
  5. 5. Search Engine Facts89% of U.S. Internet users use search engines.Source: Pew Internet & American Life Project63% of consumers turn to the Internet first when looking for local products or services, 82% of themcited search as the most commonly used search tool, 41% use local “geographic modifiers” withsearch engines.Source: Nielsen OnlineSearch engines are now the #1 resource used by consumers looking for products and services fromlocal businesses.Source: Nielsen Online82% of Local Searchers follow up offline via an in-store visit, phone call, or purchase, emphasizing theimportance for marketers to integrate their on-and offline information. Of these 61% madepurchases.Source: comScore / TMP Directional MarketingOnline advertising drives $6 of in-store revenue for every $1 online.Source: Yahoo! & comScore, “Research Online, Buy Offline”When purchasing a product or service from a local business which of the following would you look tofor information- 74% use search engines.Source: Nielsen Online © 2011 ReachLocal, Inc.
  6. 6. Search EngineOptimization (SEO) © 2011 ReachLocal, Inc.
  7. 7. Search Engine Optimization (SEO) SEO is the process of improving the visibility of a website or a web page in search engines via the “natural” or “organic” search results. In general, the earlier (or higher ranked on the search results page) and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users.Source: Wikipedia, the free encyclopedia © 2011 ReachLocal, Inc.
  8. 8. Search Engine Optimization (SEO)Natural “Organic Listings”• The “free” listings that Google shows to users• Results appear because of their relevance to the search terms being used• The search engines use constantly evolving algorithms to determine organic website rankings © 2011 ReachLocal, Inc.
  9. 9. SEM - Pay Per Click (PPC) © 2011 ReachLocal, Inc.
  10. 10. Search Engine Marketing (SEM) PPC • Pay Per Click (PPC) is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (search engine) when the ad is clicked. Advertisers typically bid on keyword phrases relevant to their products/services & target market.Source: Wikipedia, the free encyclopedia © 2011 ReachLocal, Inc.
  11. 11. Search Engine Marketing (SEM) PPCPay Per Click• Paid listings appear on the top and right hand section of the search results page• Listings are charged on a per click basis, meaning you are only charged when a searcher clicks on your listing• Guaranteed placement © 2011 ReachLocal, Inc.
  12. 12. SEO vs. SEM SEO SEM (PPC) • Lack of granular controls • Complete control • Organic listings have to be • PPC results are instantaneous optimized throughout time and (although take time to can take 4-6 months to produce optimize) •Most effective when targeting •Can guarantee visibility for between 4-6 key words 1000+ key words • Can be expensive and labor • Pay-to-play intensive up front, but over time cost efficient • Guaranteed placement • Placement is not guaranteed • Data can help inform SEO across the search engines efforts organic results and algorithms subject to change • Data can help inform SEM efforts © 2011 ReachLocal, Inc.
  13. 13. How has traditional SEO & SEM evolved? © 2011 ReachLocal, Inc.
  14. 14. Web Presence Optimization (WPO) The evolution of traditional SEO and SEM is called Web Presence Optimization (WPO) and integrates traditional SEO methods along with SEM/PPC, content marketing, social media, and online reputation management, in order to help gain visibility across all the emerging online content channels that can represent a business or brand. © 2011 ReachLocal, Inc.
  15. 15. Web Presence Optimization (WPO)• WPO helps your properties get discovered by consumers across the web• Placements can include search engines, blogs, review sites, local listings and social sites like Facebook, YouTube & Twitter• Robust WPO will help you “dominate the real estate” on the search engine results pages for your properties Site & Blogs Content Sites Reviews & Reco’s Directories Social Location- based Search Services Engines Deals © 2011 ReachLocal, Inc.
  16. 16. Web Presence = Owning More Shelf Space Many Ways to be Found Bus. B Official Site One Way to be Found Bus. AOfficial Site Company Site © 2011 ReachLocal, Inc.
  17. 17. How SEO & SEM Integrate © 2011 ReachLocal, Inc.
  18. 18. How SEM and SEO Work Together toCreate Incremental Traffic Visitors Time• Having both paid and organic listings have proven to increase the total amount of traffic by as much as 60-80%• PPC typically drives a high volume of first time visitors (generic searches), and your organic listing is often the last click prior to a contact (branded searches) © 2011 ReachLocal, Inc.
  19. 19. Google Case Study Search Ads Pause Video © 2011 ReachLocal, Inc.
  20. 20. Google Case Study • Studies showed how the number of organic clicks change when search ad campaigns are turned off • Results revealed that over 89% of the ads clicks are incremental, meaning that the visits to the advertiser’s site would not have occurred w/out the ad campaigns • The increase is dependent on factors such as existing organic search results ranking and how similar the paid and organic listings are to each other © 2011 ReachLocal, Inc.
  21. 21. ExamplesSEO & PPC © 2011 ReachLocal, Inc.
  22. 22. Example: Website focused on bothSEO & PPC © 2011 ReachLocal, Inc.
  23. 23. Metrics: Website focused on bothSEO & PPC• Organic Traffic in 30 days created 658 visits• PPC Traffic in 30 days created 1,177 visits• 92% of PPC traffic was new visits (first time visitors) to site and organic drove 69.1% new vists Top Keywords Pay Per Click Organic rent apartments Denver Water Tower Flats apartment rentals Water Tower Flats Arvada apartments rental Denver Water Tower Flats Apartments Arvada rent apartments Denver Water Tower Flats Arvada CO apartments in Arvada Watertower Flats © 2011 ReachLocal, Inc.
  24. 24. Key Takeaways• A holistic approach to SEO and SEM is recommended. Combining the two, along with content marketing & reputation management, will help you a create a comprehensive WPO program• Having both SEO and SEM/PPC will incrementally increase the total amount of direct traffic to your site• A well-run SEM/PPC campaign will drive a high volume of first time visitors directly to your site and generate awareness of your properties – this is the first, most crucial component in converting website visitors in to new residents, as the first click on your site will begin the engagement with a prospective new resident © 2011 ReachLocal, Inc.
  25. 25. Questions?Contact me for tips on SEO and PPC:Sheena ShiveNational Program 25 © 2011 ReachLocal, Inc.