Search marketing - good things come in threes
-
Upload
patrik-svensson -
Category
Technology
-
view
794 -
download
0
description
Transcript of Search marketing - good things come in threes
SEARCH MARKETING – GOOD THINGS COME IN THREES ?
Patrik Svensson
h/p://www.offlinely.com h/p://www.slideshare.net/PatrikSvensson1
Executive Summary for Search Marketing:
Search Marketing = SE0 + SEM + Site Improvements
1 2 3
There is much more awareness and spend on Paid Search (PPC)
than Search Engine OpFmizaFon.
”SEO drives 75%+ of all search traffic, yet garners less than 15% of markeJng budgets for SEM campaigns. PPC receives less than 25% of
all search traffic, yet earns 80%+ of SEM campaign budgets.” Rand Fishkin, SEOmoz
Are KPI’s perhaps the problem?
SEO spend is perhaps low due to misconcepFons on KPIs or on actual performance. But it can be
measured like PPC:
PPC Budget —> Traffic —> Revenue —> Profit SEO Budget —> Traffic —> Revenue —> Profit
SEO KPIs = Paid Search KPIs
SEM SEO Traffic Cost Cost Per Click SEO Cost* / Traffic
AcquisiFon Cost Per AcquisiFon** SEO Costs / Conversions
Conversion Rate AcqusiFons / Traffic AcquisiFon / Traffic
Profit Return on Investment (Revenue – SEO Costs) / SEO Costs * 100
Source: Kevin Gibbons
Google about SEM + Search 85% of the clicks are lost when you stop SEM
Source: Google Insight
Search MarkeFng KPIs has to connect with Social as well as E-‐Commerce KPIs
About 4 Social KPIs About 4 basic KPIs for E-‐Commerce
h/p://www.offlinely.com h/p://www.slideshare.net/PatrikSvensson1