Search Engine MarketingSearch Engine Marketing

Search Engine Marketing Search Engine Marketing BenefitsBenefits

• Search engines represent a very unique Search engines represent a very unique medium, which allows you to precisely medium, which allows you to precisely target an interested audience.target an interested audience.

• In other media, the audience is looking In other media, the audience is looking at at something, and your advertisement is a something, and your advertisement is a distraction.distraction.

• Searchers are looking Searchers are looking for for something, and something, and are far more likely to respond to an are far more likely to respond to an appropriately targeted offer.appropriately targeted offer.

Search Engine Marketing Search Engine Marketing OptionsOptions

• Search Engine Optimization (SEO): Optimizing Search Engine Optimization (SEO): Optimizing the content of your website to appear on the the content of your website to appear on the free side of search engine results.free side of search engine results.

• Pay Per Click (PPC): Cost-Per-Action Pay Per Click (PPC): Cost-Per-Action advertising targeting the advertising targeting the ““sponsored listingssponsored listings”” on search engine results.on search engine results.

• Blended Strategy / Search Engine Marketing: Blended Strategy / Search Engine Marketing: Utilizing both SEO and PPC to maximize your Utilizing both SEO and PPC to maximize your exposure to search engine users.exposure to search engine users.

Search Engine Optimization - Search Engine Optimization - ProsPros

• Leverage your siteLeverage your site’’s natural advantages – s natural advantages – content, popularity, linking relationshipscontent, popularity, linking relationships

• Can deliver substantial benefits at a very Can deliver substantial benefits at a very low cost, especially for a low cost, especially for a ““content richcontent rich”” site site

• Requires minimal ongoing activity for most Requires minimal ongoing activity for most sitessites

• Initial investment in SEO can pay off for Initial investment in SEO can pay off for years to comeyears to come

Search Engine Optimization - Search Engine Optimization - ConsCons• SEO influences, but does not control, the search SEO influences, but does not control, the search

engine results - there are no guarantees.engine results - there are no guarantees.• Delayed results - after the initial SEO effort, expect Delayed results - after the initial SEO effort, expect

to wait at least 2-3 months for significant traffic.to wait at least 2-3 months for significant traffic.• Risk of becoming overly dependent on Risk of becoming overly dependent on ““freefree”” traffic, traffic,

because results are variable over time.because results are variable over time.• Some modifications to site are required; extent of Some modifications to site are required; extent of

changes dependent on many factors. A changes dependent on many factors. A professional SEO consultant can help find the best professional SEO consultant can help find the best path to results and ROI.path to results and ROI.

• Poorly executed SEO campaigns can lead to search Poorly executed SEO campaigns can lead to search engine penalties and long term harm to the engine penalties and long term harm to the organizationorganization’’s online presence.s online presence.

Pay Per Click Advertising - Pay Per Click Advertising - ProsPros• Predictability - maintain control of costs, operate under a Predictability - maintain control of costs, operate under a

fixed or variable budget, adjust investment seasonally.fixed or variable budget, adjust investment seasonally.• Immediate and predictable results - start advertising Immediate and predictable results - start advertising

today, get traffic today. For the most part, the PPC today, get traffic today. For the most part, the PPC advertiser can control where their site appears in search advertiser can control where their site appears in search results.results.

• Geo-targeting: the ability to restrict advertising to local Geo-targeting: the ability to restrict advertising to local markets, or deliver different ads to different geographic markets, or deliver different ads to different geographic regions.regions.

• Tracking ROI is relatively easy. Feedback from PPC Tracking ROI is relatively easy. Feedback from PPC campaign results drives ROI higher over time, and can campaign results drives ROI higher over time, and can even help with SEO strategy.even help with SEO strategy.

• With a well designed site already in place, minimal With a well designed site already in place, minimal ““on on sitesite”” changes are required - just add landing pages. changes are required - just add landing pages.

Pay Per Click Advertising - Pay Per Click Advertising - ConsCons• ROI is heavily dependent on the WebsiteROI is heavily dependent on the Website ’’s ability to s ability to

convert traffic into sales.convert traffic into sales.• Requires an ongoing commitment to measuring, Requires an ongoing commitment to measuring,

managing, and refining the campaign.managing, and refining the campaign.• Traffic can be brought in immediately, but optimizing Traffic can be brought in immediately, but optimizing

and refining a campaign can take months.and refining a campaign can take months.• Depending on the scope of the campaign, developing Depending on the scope of the campaign, developing

creatives (ad copy and headlines) can be expensive.creatives (ad copy and headlines) can be expensive.• PPC may be far more expensive than SEO, although PPC may be far more expensive than SEO, although

effective PPC campaigns can actually cost less.effective PPC campaigns can actually cost less.

Why Hire A Professional?Why Hire A Professional?

• Thorough assessment of business needs Thorough assessment of business needs and current state.and current state.

• SEO professionals can help determine the SEO professionals can help determine the most cost-effective methods of making most cost-effective methods of making needed site modifications.needed site modifications.

• Professional PPC campaign management Professional PPC campaign management can greatly increase ROI, and reduce can greatly increase ROI, and reduce startup costs.startup costs.

• Focus: Is search engine marketing really Focus: Is search engine marketing really your core business?your core business?

Search Engine Marketing Search Engine Marketing ProcessProcess

• Stage 1: Business AssessmentStage 1: Business Assessment

• Stage 2: Keyword StrategyStage 2: Keyword Strategy

• Stage 3: Pay-Per-ClickStage 3: Pay-Per-Click

• Stage 4: Website OptimizationStage 4: Website Optimization

• Stage 5: Link BuildingStage 5: Link Building

• Stage 6: Tracking and RefinementStage 6: Tracking and Refinement

Business AssessmentBusiness Assessment

• Key Business IssuesKey Business Issues

• Establish Business GoalsEstablish Business Goals

• Identify Key PlayersIdentify Key Players

• Examine Current MetricsExamine Current Metrics

• Conduct Site ReviewConduct Site Review

• Keyword BrainstormingKeyword Brainstorming

Keyword StrategyKeyword Strategy

• Search Term DiscoverySearch Term Discovery

• Keyword MetricsKeyword Metrics

• Assess RelevanceAssess Relevance

• Search Term SelectionSearch Term Selection

• Establish PrioritiesEstablish Priorities

• Determine MethodsDetermine Methods

Pay Per ClickPay Per Click

• Initial Keyword StrategyInitial Keyword Strategy

• Develop Ad Copy and HeadlinesDevelop Ad Copy and Headlines

• Testing PhaseTesting Phase

• Add Negative MatchingAdd Negative Matching

• Add Exact MatchingAdd Exact Matching

• Track and RefineTrack and Refine

Website OptimizationWebsite Optimization

• Map Keywords to ContentMap Keywords to Content

• Site Structure and OrganizationSite Structure and Organization

• Modify Page TemplatesModify Page Templates

• SEO Copywriting and RewritesSEO Copywriting and Rewrites

• Optimize Internal LinksOptimize Internal Links

• Set Up Tracking SystemSet Up Tracking System

Link BuildingLink Building

• Keyword Strategy ReviewKeyword Strategy Review

• Directory SubmissionsDirectory Submissions

• Press ReleasesPress Releases

• Link PartnershipsLink Partnerships

• Link-Based AdvertisingLink-Based Advertising

• Affiliate ProgramAffiliate Program

Tracking & RefinementTracking & Refinement

• For SEO, Begin at 2 monthsFor SEO, Begin at 2 months

• For PPC, From Day 1For PPC, From Day 1

• Identify Key Search TermsIdentify Key Search Terms

• Identify Performance GapsIdentify Performance Gaps

• Cost-Benefit AnalysisCost-Benefit Analysis

• Refine StrategyRefine Strategy