Search Engine Marketing

1
Search Engine Marketing

• An overview of search engines and their role in
  an effective internet marketing campaign.
• Jon PaynePresident Owner Ephricon Web
  Marketing

2
Internet Marketing Strategy

• Simply having a website is not an internet
  marketing strategy!

3
Internet Marketing Strategy

• Whats your goal? What do you want from your
  website?
• More Sales (e-commerce)
• More Leads (lead generation)
• More Traffic (branding, awareness, exposure, PR)
• How do we accomplish this? How do we get more
  ____?
• Get more quality traffic
• Convert a higher percentage of traffic to action
• What strategy or mix of online marketing methods
  is best?

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What I Do

• Increase the exposure / effectiveness of a
  website
• more traffic
• more sales
• more leads
• more subscribers
• Utilize search engines as a primary means of
  traffic
• Search Engine Optimization (SEO)
• "optimize web pages for search engines
• build link popularity for websites
• AKA search engine marketing (SEM) sort of

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Quick Facts Background

• Search Engines Role
• Organize LOTS of documents/information
• Use of Internet by user as of December 2005
• 91 - Email
• 91 - Info Search via Search Engine
• Total Searches Online
• 3.2 billion December 2004
• 5 billion December 2005
• Drive 80 of ALL Internet Traffic
• Far more than email marketing, banner ads, etc.

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Quick Facts Background

• 92 of search engine users are confident about
  their searching abilities
• 68 say search engines are a fair and unbiased
  source of information
• Only 38 of users are aware of the distinction
  between paid and unpaid results

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Top Search Engines

• Top 3 Search Engines for March 2006
• Google 49 - 2.9 billion searches
• Yahoo 22 - 1.3 billion searches
• MSN 11 - 643 million searches

8
Who Owns Who? Who Feeds Who?

• http//www.bruceclay.com/searchenginerelationshipc
  hart.htm

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Search Engine Marketing (SEM) - Overview

• What?
• Get your website ranked high in the major search
  engines listings for search phrases (keywords)
  related to your business.
• Why
• Higher Rankings gtgt More Exposure
• More Exposure gtgt More Traffic
• More Traffic gtgt More Leads/Sales
• More Leads/Sales gtgt More
• How
• Two ways SEO PPC

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Why Search Engines Are So Great for Marketing

• large volume of traffic high upside
• highly targeted traffic
• receptive to message they are looking for you
  now
• Not bothering them
• Not interruption advertising
• implied intent can show stage in buying cycle
• bestow more credibility than email or banner ad
• very measurable accurate ROI
• only practical means of organizing the internet
• local search replacing yellow pages?
• most cost-effective best ROI advertising in
  many cases

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Importance of High Rankings

• 36 of users identify the first page results with
  the top brands for the keyword
• 62 do not look further than the first page of
  results.
• 41 of users change terms/engine if they cannot
  find result on first page
• 88 change terms/engine if result is not found on
  first three pages.
• Top Three Positions Produce
• Better click-thru rate
• More traffic volume
• Better conversion rate

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Anatomy of a Search Engine
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Search Engine Marketing - Overview
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Anatomy of a Search Engine (Yes, Again)
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SEO vs. PPC Search Engine Optimization
Pay-Per-Click

• SEO (Search Engine Optimization) refers to just
  the organic listings
• Build great site
• Get lots of inbound links
• Takes time, hard work, long-term focus
• Free
• PPC (Pay-Per-Click) is another option
• Bid on keywords, pay for literally every visit to
  your site
• Anywhere from 10 cents to 10 dollars per click
• Quick and easy to setup, get started
• A science to run effectively in competitive
  markets
• Clear ROI
• Can be very expensive
• Usually better as a short-term solution

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How to Get Your Site Ranked at the Top

• Not nearly enough time but basically
• Ranking Factors
• What ON your website
• for the search engine to read and match keywords
  from the users search query
• 2) What is OFF your website.
• What do other sites say about your site?
• Links!!!

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What a Search Engine Sees (Factor 1 On Page)
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Other Sites Linking to Us? Why Does this
Matter?(Factor 2 Off Page)

• Many matching results, which ones are quality
  and trusted
• Links human vote of confidence, credibility
• Independent Citation

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Other Sites Linking to Us? Why Does this Matter?

• Many matching results, which ones are quality
  and trusted
• Links human vote of confidence
• Independent Citation

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Google Bombing

• Miserable failure
• French military victories
• Click here

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Case Study - Cisco

• Custom Sports Uniforms
• Nov 04 gtgt 753 unique visitors, 17 leads
• Mar 05 gtgt 4,440 unique visitors, 125 leads
• Website is now their best salesperson
• Same look, cleaned optimized code, established
  relevant inbound links, added some content
• 5,000 ROI (SEM fees were 3 of Revenue Produced)

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Case Study - EHA Consulting

• Training, Risk Management, Expert Consulting re
  Food Safety, Foodborne Illnesses, etc.
• July 04 148 visitors, 0 leads
• Apr 05 2,098 visitors, 11 leads
• Nov 05 5,259 visitors, 18 leads

23
Case Study Crisis Communications/PR Firm

• Only 2 Months Into It
• Generated Significant PR Opportunity
• ABC World News Tonight Appearance
• 2 Major New Clients

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Resources

• ClickZ
• http//www.clickz.com
• Nielsen//NetRatings
• http//www.netratings.com
• eMarketer
• http//www.emarketer.com
• Search Engine Watch
• http//searchenginewatch.com
• PEW Internet American Life Project
• http//www.pewinternet.org
• Bruce Clay, Inc.
• http//www.bruceclay.com
• Marketing Sherpa 2005/2006 SEM Benchmark Guide
• http//www.marketingsherpa.com

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Contact Information

• This presentation was created by Jon Payne for
  Kathy Paals Graduate Marketing classes at Johns
  Hopkins University. Please feel free to contact
  Jon Payne with any questions or comments.
• Jon Payne
• President Owner
• Ephricon Web Marketing LLC
• www.ephricon.com
• [phone] (mobile)
• jon_at_ephricon.com