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Search Engine Marketing

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Search Engine Marketing Jeremy Kauten General Manager - VGM Forbin jeremyk_at_forbin.com 877-814-7485 Christina Throndson Certified SEO - VGM Forbin – PowerPoint PPT presentation

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Title: Search Engine Marketing


1
Search Engine Marketing
Jeremy Kauten General Manager - VGM
Forbin jeremyk_at_forbin.com 877-814-7485 Christina
Throndson Certified SEO - VGM Forbin cthrondson_at_fo
rbin.com 877-814-7485Booth 713
2
Three Main Components
  • Web Site
  • Search Engines
  • Social Networking
  • 1. Could be the difference between you and your
    competition?
  • 2. Key talking points with referral sources?

3
How
How became a Verb
4
Search Engines have 2 customers
  1. Searchers Consumers
  2. Advertisers Business (You)

Compare to Network Television
  • Viewers Consumers
  • Advertisers Businesses (You)

5
Why is Google so Powerful?
  • Googles focus from day one has been the Searcher
    (Consumer)
  • Lost focus Disaster
  • Webcrawler, Yahoo, Ask, Alta-Vista, AOL
  • MYSpace
  • - Struggling with focus right now

6
Budget
  1. The World is Changing
  2. 2nd half of 2008, every form of media was down
    Except Web
  3. Time to Rethink

7
I want it NOW!
  • Internet users/searchers are
  • Cranky
  • Easily Irritated
  • Busy
  • Move on if they cant
  • find what they want

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Organic or Free listings
  • Google Automated process
  • Simple Cater to Googles process
  • Make it easy for Google to discover your site
  • Use a professional
  • How is Google to know?

10
Organic or Free listings
  • Link Building
  • Popularity / Blogging
  • Site construction and content
  • Updates
  • Paid listings

11
Organic or Free listings
  • Keyword density
  • Alt, Meta, Title Tags and Headlines.
  • HTML Comments
  • Robot.txt, also known as Robot Exclusion Protocol
  • Site map

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15
Google AdWords
  • Campaign Demo
  • PPC

16
  • BEWARE of the Google Magician
  • Professional vs. Amateur
  • Use my QUICK TEST

17
Expert Quick Test
  • Do they make a living off the trade?
  • YES, NO or Maybe?
  • Are the basic necessities of life met from the
    trade?
  • Shelter, Food, Clothing, Entertainment

18
Focus
19
Modern Yellow Pages
  • Trying to find someone or something
  • Have you adjusted?
  • Pay attention to how hard it is to find things

20
Google doesnt care What you would do
  • Yellow Roses Atlanta 2 searches per month
  • Flower Delivery Atlanta 2400 per month

21
Forget What YOU KNOW!!!!!
  • Demographics OUT
  • Age
  • Sex
  • Education
  • Income
  • Hobbies

22
Budgets
  • Rule of Thumb
  • Basic 50-200 of old Yellow Pages
  • Growth 20 of marketing budget
  • Re-allocate money
  • Track results, adjust quarterly

23
Budget
  1. The World is Changing
  2. 2nd half of 2008, every form of media was down
    Except Web
  3. Time to Rethink

24
Exponential Change Video
25
1. What is it? 2. What is the Obsession?
26
Web 2.0
  • On-line Social Networking
  • Participating in a website where you can create
    a profile and connect the profile to others to
    create a personal network

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  • Micro blog consisting of up to 140 Characters
  • Anyone can see your account
  • Many delivery mechanisms

29
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30
  • Started at Harvard University
  • Soon opened to only Ivy League schools
  • Anyone with a college email address
  • Age 13 years old and above

31
Facebook has a growing population of over 200
million users.
Facebook has over doubled their population in
the last 8 months.
United States has a populationof 303 million
people
32
Age Demographic of Facebook Users
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35
Yeah, but I already have a website . . .
  • What your customers have to say to you and about
    you may just be more important than what you have
    to say to them
  • Skittles example
  • 15,000 visitors per month to their website
  • 900,000 friends and fans on facebook!

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37
On-Line Social NetworkingIts coming to the
chronically ill and disabled near you!
38
More numbers
Condition of Groups of participants

Spinal Cord Injury 73 31,000
ALS 88 189,000
COPD 30 14,000
Asthma 243 20,000
MS 201 70,000
39
Health Social Networking sites
40
  • Many uses for YouTube
  • Entertainment
  • Home Videos
  • How to Dos
  • Demonstrations
  • Testimonials
  • Education
  • Advertisements
  • Commercials

41
  • YouTube is a Online Video Gallery
  • Now considered the second largest Search Engine
    used
  • 1. Google
  • 2. YouTube
  • 3. Yahoo

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  • http//www.wyomingprosthetics.com/Testimonials/tab
    id/78/Default.aspx

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45
Adult Web users who do social networking
1 in 5 used it yesterday!
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48
Differentiation
  • Supporting your patients needs by supporting
    social networking differentiates you in the
    marketplace
  • There are not that many true differentiators

49
Media Under Attack
  • TV -
  • Radio -
  • Newspapers Going out of business in several
    MAJOR CITIES

50
New media?
51
Ad Spending Out of Balance?
52
Takeaways
  1. Formulate a Strategy NOW
  2. Use a Professional
  3. Make sure your Website is CURRENT
  4. Measure results if it cant be measured, it
    cant be managed
  5. Rethink current Marketing Budget

53
Search Engine Marketing
Jeremy Kauten General Manager - VGM
Forbin jeremyk_at_forbin.com 877-814-7485 Christina
Throndson Certified SEO - VGM Forbin cthrondson_at_fo
rbin.com 877-814-7485Booth 713
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