Looking for more customers and revenues online

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Looking for more customers and revenues online?

• Internet Marketing
• Search Engine Optimization
• Search-Optimization.com
• Search optimization statistics
• Search The Big Picture
• Pay-Per-Click
• SEO best practices
• Looking ahead

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For over 10 years, Search-Optimization.com has
helped companies increase profitability with
strategic Internet Marketing.

• CLIENT EXPERIENCE (partial list)
• American Marketing Association Orange County
• Cedars Sinai
• CeroView
• Corporate Investment Strategic Alliance (CISA)
  Conferences
• Don Patton Construction
• eEye Digital Security
• eFormsNow
• Grapes Olives
• iLeads
• Interseller
• Knot Corps
• Liti Holographics
• Long Beach International Marathon
• iMarketingMasters
• OCRealEstateFinder.com
• OCCarFinder.com
• OCT Group
• On-Target Direct

• Search engine optimization (SEO)
• National
• Worldwide
• Local
• SEO Copywriting
• Pay-Per-Click (PPC) management
• Keyword research
• Website usability analysis
• Web analytics / Tracking / ROI
• Contextual advertising
• Email marketing
• Affiliate marketing
• Banner advertising
• Website design / Re-design

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Internet MarketingITS HUGE.

• Yahoo!
• 200 million plus searches per day
• 100,000 plus advertisers
• Google
• 350 million plus searches per day
• 200,000 plus advertisers
• Worth 110 Billion
• LookSmart
• 75 million plus searches per day
• 40,000 plus advertisers

Source OMMA
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Internet News
2005 online advertising is projected to top 12
Billion.

• 56 of Internet users don't know the difference
  between natural and paid search.
• Most people are not loyal to just one engine,
  only 13 of Google searchers say they use only
  Google
• Chinese search market to reach 278 million in
  2005
• 36 of online advertising spent on search

"How America Searches Study" Harris Interactive
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Purpose
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2005 Increase
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Program Share
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Shifting Ad Spend Growth of Online
Marketers are voting with their dollars
27.0 Online
14.1 Cable TV
8.2 Broadcast TV
7.0 Radio
5.0 Magazine
4.8 Newspaper
Change in Total Ad Spend Y/Y change, 2004 vs.
2003
3.2 Yellow Pages
Source JupiterResearch (July 2004)
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Search Fueling the Growth of Online
Online Advertising Revenue
Other (Email, interstitials, etc)
Search now the largest share of online ads.
Rich Media
Sponsorships
Classifieds

• Nearly 3x growth in since start of 2003
• 35 searches per user per month in U.S.
• 73 search penetration

Banners
Search
Source Interactive Advertising Bureau,
PricewaterhouseCoopers (September 2004) comScore
(October 2004)
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Cost Per Lead Search Is Most Efficient
Search delivers the lowest cost per lead across
various marketing vehicles 22x more cost
efficient than direct mail
Number of Leads per Cost of 1 Lead via Direct Mail
Source Piper Jaffray (June 2004)
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Search Engines
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Search Engine Network
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Search Engines

• 20 of Google users have MSN .com set as their
  home page
• 58 of Google searchers also visited at least one
  of the other top two search engines
• 71 of those who searched at Yahoo! also visited
  at least one of the other top two search engines

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Yahoo vs. Google
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Yahoo vs. Google
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The Google Network

• The Google Network reaches over 80 of U.S.
  Internet Users

network
Content publishers, including
Google properties, including
Search partners, including
Source comScore Media Metrix (August 2004)
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The User-AdvertiserWebsite Ecosystem

• Better experience relevant advertising
• Availability of quality content

Users
Websites / Publishers
Advertisers

• Complementary way to target intended audience
• Reach consumers during different parts of the
  life cycle
• Same powerful platform, with full reporting and
  accountability

• Revenue stream for specific content
• Additional flexibility
• Complementary to direct sales
• Undiscoverable advertisers thousands of them

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Google Local Advertising
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Google Local Advertising
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Google Earth
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Pay Per Click / PPCMarketing
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What is PPC?

• Advertisers bid on keywords and keyword phrases
• Advertisements are triggered to display when user
  queries keyword.
• Pay only when a customer clicks on advertisement
• Highly targeted
• Cost effective
• Instantaneous results / feedback
• Detailed tracking

"How America Searches Study" Harris Interactive
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Pay-Per-Click
Use other pay-per-click sources to lower costs
and increase ROI.
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Medical Case Study

• ClientMajor hospital wanted more International
  patients for their neurosurgical center.
• SolutionAn ongoing Pay-Per-Click campaign
• Results
• 191,167 unique visitors
• 3,922,176 impressions
• Duration of campaign 1 year
• Monthly budget 3,500
• CPC .22
• Head of surgery stated that the number of
  aneurism cases treated doubled.
• Increased brand awareness of the hospital and
  neurosurgical center.

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Pay-Per-Click Potential
Online search's exceptional targeting
capability is why advertising paid search
revenues are expected to surpass 2.5 billion in
2004 and reach nearly 3 billion by the end of
next year. At that point, nearly 35 of the total
online ad spend will go to search. May
2005
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Googles Approach Search Marketing
real estate license
Advertising Your message reaches customers at the
moment they demonstrate interest
Natural Search Results generated algorithmically
unbiased and unpaid
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Google Partner Network Search
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Google Partner Network Content
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Yahoo! Search Marketing
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Yahoo! Search Marketing
Pay Per Click Listings
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PPC Development

• ResearchUse Quality and Quantity of Keywords to
  match your entire product line and range of
  services.
• BrandingDevelop and leverage your brand terms.
• KeywordsGroup keywords thematically. This
  makestracking more valuable.
• Bid StrategyDevelop bid strategies to align with
  goals. Determine your positioning goals,
  performance targets, ROI threshold, maximum bids
  and life-time value of customer.

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PPC Development

• CreativeWrite multiple Ad creative/messages for
  each landing page and keyword group. For
  editorial create optimized pages targeting
  different keywords and phrases.
• TestingTest multiple Ad creative/messages
  andlanding pages (A/B split testing) and
  testvariations of usability conclusions.
• ChannelsContinuously take advantage of
  alternativeadvertising channels such as
  shoppingcomparison engines, other PPC search
  engines,and contextual advertising.
• Build-OutBuild out your additional optimized web
  pages, channel keywords, creative, and messaging.

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PPC Development

• ContextualUtilize content targeting to expand
  your reach outside of search. Seek additional web
  sites that will generate traffic to your site.
• Continue Bid StrategyTweak your bid strategies
  to align with your predefined goals.
• TrackingReview tracking to determine adjustments
  needed.

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Pay-Per-Click

• How to lower your cost per visitor for a higher
  ROI
• Use other PPC search engines with a lower CPC.
• Average cost-per-click (CPC) on Google and Yahoo!
  2.00 CPC for 2,000 visitors
• Average CPC on five other search engines 1.00
  CPC for 2,000 visitors
• Total cost for 4,000 visitors 6,000
• Average CPC equals 1.50

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Site Targeting Overview
Why? A step forward in Googles ongoing efforts
to find new ways of connecting users with
relevant and meaningful advertising Feature
enables targeting By Site Cost-per-impression
Max CPM Bidding Additional creatives Animated
Image Ads Currently Limited beta
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Google Site Targeting
Advertisers are now able to choose site-targeted
AdWords campaigns as an alternative, or in
addition, to keyword-targeted campaigns. Pick a
site and run your ad on it.
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Keyword-Targeting And Site-Targeting
Strategy Use both keyword targeting and site
targeting
Users from Keyword Targeting
Users from Site Targeting

• Most efficient method prevails self-optimization
  on micro-segmented basis
• Additional inventory for advertisers where
  keyword targeting is maxing out

Your Business
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Microsofts MSN AdCenter
Here comes the 800-pound gorilla!

• Microsofts AdCenter now in Beta in the USA
  Minimum bid only 0.05!
• Better Market Segmentation Target time of day,
  date and gender.
• Attract Additional Advertising Microsoft will
  attract new advertisers into search engine
  optimization marketing.

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Microsoft
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Microsoft
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2005 Holiday PPC

• Why PPC search engines love the holiday rush
• New inexperienced advertisers rush in.
• They have no strategy.
• They dont test their ads.
• They dont measure results.
• They throw huge sums of money into theirPPC
  campaigns.
• They drive the Cost-Per-Click (CPC) way up.
• Everyone pays more.

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2005 Holiday PPC
Average holiday Cost-Per-Click increase
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Pay-Per-Click
Use Multiple Pay-Per-Click (PPC) Search Engines
Take advantage of the cost savings of
alternatives to Google and Yahoo! Results
Marketing-Experiments.com
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Pay-Per-Click
Outsourcing Increased ROI
INHOUSE
OUTSOURCED
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In-House vs. OutsourcedCase Study
ClientInternet filtering company needed
traffic. SolutionOutsourced Pay-Per-Click
campaign
BEFORE
AFTER
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Click Fraud
"...something has to be done about this
really, really quickly...it click fraud
threatens our business model. Googles CFO,
George Reyes

• What is click fraud?
• Passing illicit traffic through online ads or
  websites for profit
• Artificially raising costs to advertisers
• Compromises return-on-investment (ROI)
  effectiveness for ad campaigns.
• How is click fraud perpetuated?
• Automatically using "robot" software
• Hire someone in an economically depressed area
  tomanually click
• Unscrupulous competitors
• Disgruntled employees/customers
• Hackers
• Scope
• 5-20 of total online sales.
• The Internet Advertising Bureau estimates that
  20-35 ofad clicks are fraudulent (Revenue
  Today, Fall 2005, p. 53)

(Source CNN Money Writer, December 2004)
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PPC Summary

• Fast traffic
• Highly targeted
• Instant feedback
• Great market research testing tool.

Questions?
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SEO Best Practices
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One Approach to Online Ads
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What exactly is search engine optimization?

• optimize     tr.v. optimized,
  optimizing, optimizes
• To make as perfect or effective as possible.
• Computer Science. To increase the computing speed
  and efficiency of (a program), as by rewriting
  instructions.
• To make the most of.
• To initiate specific online marketing tactics
  onsite and offsite which allow visitors to
  quickly and easily find your website based on
  keyword phrases they use to query the search
  engines.

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SEO
Steps to successful search engine optimization

• Word research
• Competitive analysis
• Proper site structure
• Create content
• Link strategy
• Pay-Per-Click (PPC)
• Site usability
• Targeted landing and entry pages

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Word Research
Select the right words and phrases to target your
desired customer.
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Best Practices

• Analysis
• Keyword Market Research and Analysis (KMR)
  Research and find the most popular, targeted and
  highly convertible search terms.
• Search Visibility Report (SVR) Determine which
  pages and content are visible to todays search
  engines. Analyze site structure to see if words,
  phrases or elements present cause spiders to
  halt, time out or prematurely leave the site?

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Best Practices

• Analysis
• Keyword Ranking Report (KRR) Determine your
  websites top 30 rankings, per keyword, across
  the major search engines.
• Link Popularity Report (LPR) Identify who's
  linking to your website and calculate how many
  major search-engine links are currently pointing
  to it.
• Keyword Density Analysis Report (KDA) Analyze
  how frequently keywords are used in relation to
  the overall content.

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Best Practices

• Analysis
• Keyword Effectiveness Indicator (KEI) Find out
  the number of web pages competing for your
  selected keywords.
• Competitive Website Analysis (CWA) Uncovers
  details of your top ten competitors' ranking
  strategies and the actions you can take to offset
  them and gain an advantage.
• Web Site User Interface Design (UID) Determine
  web site usability and recommendations.

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Best Practices

• Strategy and Prep work
• Set Goals Define your goals and establish
  metrics for success.
• Opportunity Understand and take advantage of
  good ROI opportunity.
• Tracking Set Up Set up tracking your results
  down to keyword level. Money spent on tracking
  answers the question What is working?

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Analytics
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Ranking Factors

• Domain Name Choice - Several factors make the
  domain name important and all of them revolve
  around having a keyword in your domain name.
• Website Copywriting Use professional SEO
  copywriters. Your website copy is extremely
  important for conversions, relevancy and theme.
• Title Tag - Every page in your web site should
  have a unique title tag with the targeted keyword
  for that page included. This is also the first ad
  copy the new visitor will see.
• Description Tag This is what the search engines
  use for the description they display. This should
  be unique for each page and include the keyword
  targeted for that page.

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Ranking Factors

• Anchor Text of Links - This is important for
  link popularity and thematic linking to help
  develop topical community.
• Keyword Use in Document Text - Using the keyword
  in the body text indicates what the page is
  about.
• Accessibility of Document - If a search engine
  can't reach your pages, they can't get them in
  the index, and you obviously can't rank well.
• Links to Document from Site-Internal Pages .
  Link to pages that you have optimized from pages
  with a similar theme. An internally well-linked
  to document is generally considered more
  important than an obscured or buried page.

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Ranking Factors

• Directory and File Naming Conventions Use
  targeted keywords in the names of directories,
  pages, pictures and videos.
• Primary Subject Matter of Site - A website's
  primary topic. Also focus on the primary subject
  matter of a page.
• Dates and Fresh Content Google patents indicate
  that the date a site was created and how often it
  is updated are important.
• Link Popularity of Site in Topical Community -
  Topical communities are measured by the search
  engines as groups of websites who interlink to
  and with one another frequently and carry a
  similar topic or theme.

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Ranking Factors

• Overall link strategy Google was founded on the
  importance of links as references or citations.
  Page Rank is an indicator of the quantity and
  quality of links for that page.
• Google Explains PageRank relies on the uniquely
  democratic nature of the web by using its vast
  link structure as an indicator of an individual
  page's value. . Votes cast by pages that are
  themselves "important" weigh more heavily and
  help to make other pages "important."

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OCRegister

• ProblemOnline version of newspaper receiving
  very little search traffic.
• SolutionCustomized Site Evaluation and Analysis
  Report
• Results
• Corrected presence of gross "spider blocks"
• Content spidered by the search engines
• Google Page Rank increased from 0 to 7

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American MarketingAssociation of Orange County

• ProblemWebsite had almost no search engine
  placement for related keyword
• SolutionDeveloped optimized website, including
  content and link strategy including
  BusinessWireResults
• Google Page Rank increased from 2 to a 6
• Content spidered by the search engines
• Dramatic increase in search engine placement for
  keywords
• Position 1-10 on results page for Yahoo! for
  targeted phrase
• Position 1-7 and 9-10 on Google for targeted
  phrase

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American MarketingAssociation Orange County
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American MarketingAssociation Orange County
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American MarketingAssociation Orange County
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Follow-up

• Search Engine Optimization does not end when the
  visitor arrives.
• Key direct response strategies
• Capture permission to send email.
• Follow-up the lead immediately. Call within
  minutes, if you dont they will keep looking. Use
  a call center.
• Have content that is worth looking at and worth
  giving up their email address for.
• Games, contests, newsletters, White Papers have
  value and increase the staying power.
• Average hours spent per visitor per month on
  Yahoo! is 4.8 hours on Google it is 0.6 hours.
  Yahoo! has content.

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Implementation Options

• MODELS
• In-house
• Outsourced
• Bandaid Approach - 99
• Comprehensive
• Hybrid Model
• ADVANTAGES / DISADVANTAGES

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Questions?
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Looking Ahead
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Google Mobile

• Combining directions, maps, and satellite
  imagery, Google Local for mobile is a free
  download that lets you find local hangouts and
  businesses across town or across the country
  right from your phone.
• Detailed directions Whether you plan to walk or
  drive, your route is displayed on the map itself,
  together with step-by-step directions.
• Integrated search results Local business
  locations and contact information appear all in
  one place, integrated on your map.
• Easily movable maps Interactive, draggable maps
  let you zoom in or out, and move in all
  directions so you can orient yourself visually.
• Satellite imagery Get a bird's eye view of your
  desired location.

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Whats Newat Yahoo!
The name of their PPC search engine.
Yahoo! Music EngineSearch and manage your music.
Yahoo! Movies Recommendations personalized.
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Whats Newat Yahoo!
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Whats Newat Yahoo!
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Whats Newat Yahoo!
Yahoo! Mindset will change how people search and
how we market.
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Normal Results
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CommercialResults
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ResearchResults
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Yahoo! Desktop Search
Yahoo! Desktop Search Instantly find and preview
email, files, images, and music on your computer.
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Google Base

• What is Google Base?
• Submit all types of online and offline content
  that Google Base will host and make searchable
  online.
• Describe any item you post with attributes,
  keywords. Great for SEO.
• May also be included in the main Google search
  index and other Google products like Froogle,
  Google Base and Google Local.
• Free
• Currently available only in English, English UK
  and German.

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Google Base
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Google Base
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Podcasting
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Whats next.
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SEMINAR SPECIAL
FREELink Popularity ReportSearch Saturation
ReportKeyword Research 100 Off Enter Code
SEO1117 online.
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Contact us for a consultation about the specifics
of your business. We can help.
[phone] Gerry Grant, CEO
Search-Optimization.com www.Search-Optimization.co
m gerry_at_search-optimization.com