SEO benefits and challenges.

1. UNDERSTANDING WHY YOU NEED
SEO
SEO Benefits
SEO Challenges

2. SEO BENEFITS
 SERP Real Estate (Popular keywords, Niche keywords)
 The Trust Factor (The Golden Triangle)
 Lower Cost of Ownership

3. Popular
keywords

4. Niche
keywords

5. The Golden
Triangle

6. THE GOLDEN TRIANGLE FINDINGS
 1 100%
 2 100%
 3 100%
 4 85%
 5 60%
 6 50%
 7 50%
 8 30%
 9 30%
 10 20%
 1 50%
 2 40%
 3 30%
 4 20%
 5 10%
 6 10%
 7 10%
 8 10%
 Note: there are only eight ads
per SERP
Organic results
Rank Percent viewed
AdWords results
Ad position Percent viewed

7. SEO AND PPC SUMMARY (ADVANTAGES)
 Lower cost (time)
 Sustained long-term benefits
 Fosters natural website growth
with reliance on compelling
content
 Trust
 Higher click-through rate (CTR)
 Instant traffic
 Easier to implement
 Easier to manage
SEO PPC

8. SEO AND PPC SUMMARY (DISADVANTAGES)
 Initial results take time
 Requires more effort
 No guarantees (but has proven
to work time and time again)
 Can drain budgets quickly with
low conversion rates
 Highest positions go to highest
bidders
 Historical distrust
 Traffic stops when you stop
paying
SEO PPC

9. SEO CHALLENGES
 Competition
 No Guarantees
 Ranking Fluctuations
 Time Factors
 Organizational Structure

10. Ranking
factors

11. ORGANIZATIONAL STRUCTURE
 Big companies and organizations
 Large, complex sites
 Small companies and individuals

12. BIG COMPANIES AND ORGANIZATIONS
 Virtual teams
 Outsourcing

13. LARGE, COMPLEX SITES
 How to optimize many thousands or millions of
pages
 Poor indexing of deep pages
 Determining which pages are preferred entry pages
 The quality of most inner pages
 Duplicate content
 Making changes to many pages at once
 Archiving