SEO For Website Owners And Marketers

Search Engine Marketing for
Website Owners and
Marketers
Elmer W. Cagape
8 September 2009
Cliftons Hong Kong

Organized by: Venue Sponsored by:
* Internet Professional Association * Cliftons Hong Kong
* BeansBox Studio

Contents
 Why do we have websites?

 Why search engines are important?

 How can I promote my business through
search engines?

 How do I start my search engine
marketing campaign?
www.seo-hongkong.com

Why Do We Have Websites?


Because my competitor has a website


Because my boss told me so


Because it’s a trend I am planning to
follow


Because it’s a trend I am planning to
follow
I want to showcase my products &
services


Showcase whose products?


Showcase whose products?

broadway hong kong


Is my website hiding from visitors?
Building non search
engine friendly
websites is like
advertising in the
middle of the forest.


Why are search engines
important?


important?
69.5% of Hong Kong population are Internet users


important?
% Internet Users
Online Activity
Using It

Reading and Creating Email 60%
Using Search Engines 49%
Check News 39%
Check Weather 30%
Research / Hobby 29%


important?
% Executives
Most Effective Online Marketing Tactic
Agree

SEO 53%
Paid Search 43%
E-mail and Newsletter 39%
Site or Page Sponsorship 14%
Viral Marketing 12%

Note: * Respondents were primarily based in the US, Source: Forbes Ad Effectiveness Survey, 1 June 2009

What are types of
search engine marketing?

ORGANIC PAID


What are types of


What are types of

Paid Search


What are types of

Paid Search

Organic Search


Why you should use
Organic Search?


Why you should use
Organic Search?
More visible


Why you should use
Organic Search?
More visible

More trusted/credible


Why you should use
Organic Search?
More visible


Visitors are likely to click


Why you should use
Organic Search?
More visible



Less ﬁnancial investment


Why you should use
Organic Search?
More visible



Less ﬁnancial investment
in the long term


Why you should use
Paid Search?


Why you should use
Paid Search?
Instant traffic


Why you should use
Paid Search?
Instant traffic

Easier to rank on top


Why you should use
Paid Search?
Instant traffic


Complete control of keywords/ads


Why you should use
Paid Search?
Instant traffic



Much better targeting


Why you should use
Paid Search?
Instant traffic



Much better targeting

Better conversion rate


How do I start my own
Search Engine Marketing
campaigns?

In-House vs Outsourced Search
Engine Marketing
IN-HOUSE SEM: Cost and long term beneﬁts

Dedicated attention
Long-term cost savings
Quick response
More business familiarity
Finding the right agency can be a
challenging task


In-House vs Outsourced Search
Engine Marketing
OUTSOURCED SEM: Experience and expertise

Experience
Less time to setup
No need to hire new staff
SEM is a labor-intensive ﬁeld
Staff focuses on daily tasks
Staff can learn from vendor


How do we evaluate SEO
vendors?
Look at website and contents

“We have the best SEO gurus in
the world.”

“We help you rank in Google in
just 5 days!”

“We have the best tools available”

Photo credit: http://www.ﬂickr.com/photos/idreaminir/

vendors?
Ask for industry references
“Do you have experience in our
industry?”

“Are you a certiﬁed professional?”


vendors?
Search them on the Web


vendors?
Signs of suspicious business activity

“We submit your site to 100 search engines”
“We guarantee top keyword rankings”
“We can’t share our methodologies”
“We know a guy at Google”
“We offer the cheapest SEO services”


How do I measure Search
Engine Marketing success?

How do I measure search engine
marketing success?

Good to know where enquiries come from


Key Takeaways


Key Takeaways
Deﬁne your online goals


Key Takeaways
Review your website content


Key Takeaways
Identify your competition


Key Takeaways
Deﬁne success and measure it


Key Takeaways
Deﬁne success and measure it
Check your online presence


Thank You!
Dank U zeer

огpомное спасибо

ขอบคุณ

Terima kasih Grazie Gracias

danke schön

Merci beaucoup

Maraming salamat po

SEO For Website Owners And Marketers

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