Search Engine Marketing and SEO - Setting Expectations

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This document discusses search engine optimization (SEO) and search engine marketing (SEM), also known as pay-per-click (PPC) advertising. It aims to help the reader understand the key differences between SEO and PPC and how to determine which approach is most valuable for their business goals. SEO involves optimizing websites to rank higher organically in search engine results pages, while PPC involves paying to promote websites through paid search listings. The document recommends a balanced approach using both SEO and PPC techniques.

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved.
SEARCH ENGINE MARKETING
&
ENTERPRISE VIDEO
UNDERSTANDING THE KEY
ELEMENTS OF ONLINE MARKETING
THAT GET YOUR COMPANY FOUND
ON THE WEB

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
2
Today, more than 50% of People are
Searching for Businesses Online!
Fast Fact…

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
Presentation Objectives
3
Focus on dynamic marketing elements:
o Search Engine Optimization
 Definition of SEO
 Benefits (& Limitations) of SEO
 Who Benefits from SEO?
o Search Engine Marketing
 What is Pay-Per-Click?
 The Reach of PPC
 SEO & PPC – Balanced Approach
You will gain a better understanding of the key differences
between SEO and PPC and be able to determine the value of
each in relation to your business’ marketing goals.
Keys
Take Notes
Research

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
About Jim Gibson
o Veteran Entrepreneur
o Digital Marketing Professional
o Certified SEM, SEO, Social Media
4
Areas of Expertise:
o Search Engine Marketing (SEM)
o Search Engine Optimization (SEO)
o Social Media Optimization (SMO)
o Cause Marketing
o Online Community Development
o Company/User Reputation Management
o User Generated Content (UGC) Management
Certified Search Engine
Marketing Professional

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
Online Marketing 101
5
SEO (Search Engine
Optimization): strategies and tactics
undertaken to influence the organic
rankings of web pages in the search
engines.
PPC (Pay Per Click): Search
Engine Marketing technique used
to promote websites by increasing
their visibility in search engine
result pages (SERPs) through the
use of paid placement, contextual
advertising, and paid inclusion.

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
The Golden Pyramid
6
SEO
There is no mystery when it comes to marketing your business online.
And, there’s no such thing as overnight success!
Content
Architecture
Links

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
7
SEO is DEAD!
Hard to Believe, but…

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
Trouble in River City
8

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
New Sherriff in Town
9
Links have become “Likes”
Meta Tags have become “Hash-tags”
Relevance = “Reviews”

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
More Content, More Places=More Customers!
10

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
The Future of SEO
11
SEO Today
Unpredictable
Contrived
Manipulated
Ultimate Authority
Likes
Reviews
Mentions
Subjective
Keywords
Links
Content
SEO Future
Managed
Relevant
Authentic

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
The Future of SEO is Here
12

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
Pros & Cons of SEO
13
Pros Cons
No Direct Click Charges Limited Search Coverage
Considered Free Exposure Time Consuming
Ultimate Relevance No Guarantee Where you
Show up
Rewards Good Business
Practice
Complex, Hard to
Control/Predict
Promotes Transparency Resource Consuming
Who Should Use SEO?

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
The Buying Funnel
14

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
PPC Casts a Wider Net
15

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
Why PPC?
16
Advantages of PPC
Instant/Broadest Visibility
Performance Based Cost
Precise Keyword Targeting
Real-Time Tracking &
Adjustment
Landing Page Control
Geographic Targeting (Uber
Local)
Set Your Own Budget
Control When Ads are Seen
Levels the Playing Field

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
Summary – Balanced Approach
17
SEO/WPM PPC

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Search Engine Marketing and SEO - Setting Expectations

1. ™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. SEARCH ENGINE MARKETING & ENTERPRISE VIDEO UNDERSTANDING THE KEY ELEMENTS OF ONLINE MARKETING THAT GET YOUR COMPANY FOUND ON THE WEB

3. ™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10 Presentation Objectives 3 Focus on dynamic marketing elements: o Search Engine Optimization  Definition of SEO  Benefits (& Limitations) of SEO  Who Benefits from SEO? o Search Engine Marketing  What is Pay-Per-Click?  The Reach of PPC  SEO & PPC – Balanced Approach You will gain a better understanding of the key differences between SEO and PPC and be able to determine the value of each in relation to your business’ marketing goals. Keys Take Notes Research

4. ™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10 About Jim Gibson o Veteran Entrepreneur o Digital Marketing Professional o Certified SEM, SEO, Social Media 4 Areas of Expertise: o Search Engine Marketing (SEM) o Search Engine Optimization (SEO) o Social Media Optimization (SMO) o Cause Marketing o Online Community Development o Company/User Reputation Management o User Generated Content (UGC) Management Certified Search Engine Marketing Professional

5. ™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10 Online Marketing 101 5 SEO (Search Engine Optimization): strategies and tactics undertaken to influence the organic rankings of web pages in the search engines. PPC (Pay Per Click): Search Engine Marketing technique used to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion.

6. ™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10 The Golden Pyramid 6 SEO There is no mystery when it comes to marketing your business online. And, there’s no such thing as overnight success! Content Architecture Links

9. ™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10 New Sherriff in Town 9 Links have become “Likes” Meta Tags have become “Hash-tags” Relevance = “Reviews”

11. ™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10 The Future of SEO 11 SEO Today Unpredictable Contrived Manipulated Ultimate Authority Likes Reviews Mentions Subjective Keywords Links Content SEO Future Managed Relevant Authentic

13. ™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10 Pros & Cons of SEO 13 Pros Cons No Direct Click Charges Limited Search Coverage Considered Free Exposure Time Consuming Ultimate Relevance No Guarantee Where you Show up Rewards Good Business Practice Complex, Hard to Control/Predict Promotes Transparency Resource Consuming Who Should Use SEO?

16. ™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10 Why PPC? 16 Advantages of PPC Instant/Broadest Visibility Performance Based Cost Precise Keyword Targeting Real-Time Tracking & Adjustment Landing Page Control Geographic Targeting (Uber Local) Set Your Own Budget Control When Ads are Seen Levels the Playing Field

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