Search Engine Marketing Free Traffic for Your Web Site

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Search Engine MarketingFree Traffic for Your
Web Site

• Paul Allen, CEO
• paul_at_10xmarketing.com

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The Significance Of The Internet
Internet Usage Is Soaring!

• 649 million users worldwide
• 88 million (14) increase from previous year
• International markets are growing even faster
  than English markets

Source www.glreach.com
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Most Popular Online Activities

• Email (95)
• Search Engines (88)
• Source NFO/Research

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Top Ways to Increase Site Traffic

• Offer a Free Product or Service
• Affiliate Marketing Program
• Paid Search Engine Traffic
• Free Search Engine Traffic
• Email Marketing
• Viral Marketing

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Search Engines Pages Indexed

• As of January 2003
• Google 3,083,324,652
• Inktomi 3 billion
• FAST 2,112,188,990
• Altavista 1 billion
• Teoma 350 million
• Source Online (Magazine)

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You Want Complicated? Where Do Search Results
Come From?
Primary Search Results Secondary Search
Results Directory Results Paid Results
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Search Engine Referrals to Shopping Sites 2001 -
2002
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The Significance Of The Internet
Survey Results
Which Brand Has Affected Your Life The Most?
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Notice how many sites there are from this
search. How many are you going to look at before
you buy?
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Notice how many sites there are from this
search. How many are you going to look at before
you buy?
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Solution 1 Advertise on Search Engines through
Keyword Bidding

• Fast
• (Google less than 15 minutes)
• Easy
• Increasingly expensive
• Can be profitable
• Free tools for finding keywords

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Pay Per Click Sponsored Sites
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Pay Per Click sample pricing for keywords
involving conference calling.
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Cost Per Click is Skyrocketing

• Increased competition and bidding pressure
• Overture advertisers have more than doubled in
  the past two years, to approximately 95,000
• Google has more than 150,000 advertisers
• Minimum Bids have been imposed
• Overture minimum bid is now 0.10
• Average cost per click increased from 0.14 to
  0.31 to 0.50 in past 2-3 years

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Solution 2 Natural Search Engine Rankings

• Only the top ten search engine results yield
  significant revenue (out of literally thousands
  of sites listed)
• Design web site to be indexed by search engine
  spiders
• static vs. dynamic
• Flash vs. HTML
• Design web pages around keywords
• 1 page for each keyword
• 3-5 word phrases are usually easiest to get top
  10 rankings for

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Search Rankings pre-Google

• Title
• Heading
• Position of keywords on page
• Repeated text
• Metatags
• Hidden Text
• Alt Text

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Google Changed Everything

• Web design still matters
• Text still matters
• But what matters most?
• Link Popularity
• Page Rank of Sites Linking to You
• Anchor Text of Links

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Essential Tools

• Google Toolbar
• Marketleap.com
• How Many Pages on Your Site Are Indexed?
• How Many Links are there pointing to your Site?

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10x Marketing Approach

• Analyze the Value of Keywords
• How many queries per month?
• What is the conversion rate?
• Evaluate the Competition
• How difficult will it be to get a top 10 ranking
  for this keyword?
• Are my competitors using good domain names,
  titles, headings, etc.
• Do my competitors have good backward links?
• Create Keyword List

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10x Marketing Approach

• 4. Design Web Site Around Keywords
• 5. Use search engine ranking software to track
  rankings on Google, Altavista, Inktomi, and FAST
• Web Position Gold
• Keyster (Keyster.net)
• 6. Increase Link Popularity
• 18 Tactics
• Dual benefit of getting more links
• Rankings Can Improve Significantly in 3-4 months

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Example Ranking History For affiliate marketing
April 2003
January 2003
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Top Rankings Matter!
Marketshare Report
Free Monthly Search Engine Traffic for the
Keywords rental cars car rentals rent a
car Source Free report from keyster.net
Top 10 sites are getting 50 to 70 of the
visitors!
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Search Engine MarketingFree Traffic for Your
Web Site

• For a copy of this presentation or for a free
  keyword analysis please email me at
• paul_at_10xmarketing.com