Title: Princeton Chamber 111605 Presentation
1(No Transcript)
2About DBE
- Founded in 2002 to provide advanced SEO to
Fortune 500 and middle market companies - Added SEA services in 2003
- Added SEIP services in 2005
- Providing ongoing success for major consumer
products, healthcare/medical companies, and
leading B2B players - Proprietary methodology ensures expert
integration of SEM with rest of marketing mix and
the teams providing marketing and web support
3SEM Client Experience Includes
4Search Engine Marketing Its Sub-Sets
SEM
SEIP
SEA
SEO
5What Is Search Engine Optimization (SEO)?
- Critical process for getting traffic to websites
from the major search engines. - Process of making site more attractive to search
engines than other sites competing for same
keywords. - Site gets more top rankings for important
keywords than competitors in the natural
listings (also called organic or editorial
listings) - More visibility gt more visits gt more sales
- Typically priced on project basis, no per-click
charges, no media fees. Set up and then monthly
optimization services.
6What Is Search Engine Advertising (SEA)?
- Alternative means for getting traffic to sites
from search engines. - Ads purchased through dynamic, real-time auction
environment by keyword. - Ads paid on a per-click basis
- Means of getting traffic from search engines
while more cost-effective SEO program phasing in - Ads paid on per-click basis plus fee paid to
actively manage programs
7What Is Search Engine Image Protection (SEIP)?
- Means of fortifying a brands image when negative
listings appear for brand name as search term - Utilizes elements of SEO and SEA to repress
negative listings by replacing them with more
search-engine attracting content on the Web - Results appear in the natural listings and as ads
when SEA added to the program - Paid on project basis like SEO
8Where Resulting Listings Appear for SEO SEA
(Google Example)
9The ROI of SEM
- A published report comparing SEM results from 6
companies to standard results generated by other
online media with 150,000 budget
40 per visitor
We have produced similar ROI for our clients,
also across a variety of industries and budgets
Source iProspect
10Compare SEA SEO to PR Advertising
1 iProspect in Keys to Unlocking Your
WebMarketing Genius
11DBEs Search Engine Visibility Opt-OmeterSM
Assessing Your Sites Optimization
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Site is optimized needs quarterly
competitive environment review and minimal SEO
work.
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Site has clean coding and good, keyword-rich te
xt on-site but still lacks keyword-rich links
(or has links but not on-site text)
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Has some SEO elements but not others.
Typically site has clean coding but not
enough optimized text too few keyword-rich
links
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Non- functioning meta-tagsandlittlecopy onsite
Site Lacks any SEO
12Quick Assessment of How Your Site is Performing
- Search a few important keywords, see which sites
come up in Top 10 listings on Google, Yahoo, and
MSN. - Check the number of other sites that are linking
to yours -
- On the search engines, competitors take many
formsany site vying for same keywords is a
competitor, so any site showing up consistently
needs to be viewed as a search engine competitor
To find in-bound links to a site, in search box
enter this linkdomainhttp//www.namesite.com
13SEO OverviewWhat Attracts Search Engines
(On-Site)
- Search engines do not publish their criteria for
ranking some site higher than others. - Careful analysis of what does/doesnt work yields
tips - Programming techniques approved by search engines
- Title tags
- Frequency of keywords in visible site content
- In-bound links (links to your site from other
sites) - Refreshed content
- Different criteria more important to each engine.
14SEO OverviewWhat Attracts Search Engines
(Off-Site)
- Good link building similar to smart public
relations/media relations workcreate interest
among webmasters to promote your site by
linking to it. - Approved linking practices include
- No link farms
- No paid links
- Smart use of directories
- In-bound linking program also
- Develops new and repurposes existing content for
off-site marketing/links generation - Includes distributing press releases to other
websites
15SEO Pros and Cons
- Pros
- Most searchers look at the natural/organic
listings (they know the search engine found these
resultsthe site didnt pay to be there) - 60.5 of persons studiedregarding searching
behaviors said SEO results more relevant than SEA
for their searches - Generate volumes more traffic than through
pay-per-click ads - Most cost-effective form of online marketingROI
easy to measure, quick to achieve. - Cons
- Can take up to 4 months for results to take hold
due to unpublished schedules of search engines
updating of their databases. (Once it takes
hold, benefits are cumulative and continuous.) - Must be revisited and re-implemented to stay
ahead of savvy competitors. - iProspect, June 2004
16Expertise Required
- Few experts existonly a handful of top-tier
experts nationally - Programmers, designers, webmasters usually not
abreast of current dos and dontsad agencies
and web developers tend to outsource SEO to
strategic partners that specialize in SEM - Many ad agencies, especially larger ones, claim
to do SEO but theyre really doing SEA and
passing it off as optimization to clients. - Rules change constantly
- Need to balance technical, marketing, and design
considerations with marketing objectives and
brand properties
17SEA Overview
- Ads bought through real-time auction.
- Bid on the amount paidcalled Pay Per Click or
Cost Per Click Advertising. - Costs range from 10 to over 50 per click
- Yahoos ads seen on Yahoo, MSN, and others
- MSN recently launched its own network
- Googles ads on Google, AOL, Ask Jeeves, and
others - Ask Jeeves has its own network too
- Other SEA networks include Shopping.com,
Kanoodle, FindWhat, and 7Search.
18Active Management Critical
- Ads must be managed closely
- To ensure ROI on
- To tweak copy for best return and positioning
- Measure results by adding tracking codes
19Pros and Cons of SEA
- Pros
- Ad served when potential customers enter keywords
- Provides some presence on Top 10 page of search
results - Cons
- Positioned as ads--Many people ignore them
- Only get traffic for the words you purchase
- Pay every time someone clicks on the ad (pay per
click) - Bidding against competitors gets costly
20How to Integrate SEO and SEA
- SEO takes time to kick in. Use SEA
- As SEO is taking hold
- For product launches, special events, etc. where
guaranteed search engine presence and position
are required - After SEO results established, supplement with
SEA for underperforming terms - If ROI will be higher on SEA and competitive
threat via SEO non-existent, try SEA. Remember
50 per visitor rule of thumb.
21Reporting and Analysis
- To track the results of SEO and other site
performance factors, most sites use one of these
software programs to track site traffic (there
are many others) - WebTrends
- Urchin
- Deep Metrix
- WebTracker
- Click Tracks
- Hitbox
- Webside Story
- Google has its own web stat tool called Google
Analytics. See http//www.google.com/analytics.
22Budgeting for SEM
- Determine what you would need to gain through SEM
results to determine budget. - Usually not enough to just want to appear in top
positionsdetermine benefits of visibility and
put to it - Is SEM a good way to reach potential buyers?
- What is the current conversion rate from your
other marketing? - What will you expect from SEO?
- Assume at least a 35 increase in site traffic
initially from SEO if done properly, increases
continue thereafter. - For SEA, determine cost of lead/order and make
assessments based on conversions from
click-throughs
23Build Or Buy SEM Expertise
- Site optimization expertise is in demand and cuts
across several disciplines. Finding one person to
handle all aspects (programming, copywriting,
in-bound linking/relationship building will be
challenging so expect to hire more than one
person for managing this in-house. - To optimize properly, assume at least 18-20 hours
per week for a 200-page site in a competitive
market - Traffic analysis
- Competitive analysis
- SEO recommendations
- Copy modifications
- In-bound link generation
- SEO implementation
- SEA managementa separate but related discipline
often handled by the same person doing the
optimization.
24Hiring a Reputable Search Engine Marketing Firm
- If you decide to hire a firm to handle your SEO
ask - If they guarantee results. If they do, run,
dont walk, away. - A reputable firm will share client-approved case
studies and testimonials with you and offer for
you to speak with its clients for more
information. Ask for these references. - Ask if they are white hat or black hat
optimizers. For more on this, see our article
published by MarketingProfs http//www.marketing
profs.com/preview.asp?file/5/fielding1.asp - If they use doorway pages, cloaking, and offsite
hosting to achieve resultsyou dont want to work
with these companies. (See above . . .) - Ask if they provide link popularity services and
how they go about getting links. Avoid firms
that use link farms or spam sites to get links. - Ask if they adhere to the Bruce Clay principles
of ethical SEO. See this page
http//www.bruceclay.com/web_ethics.htm - If they specialize in your industry. You need to
then ask them how they handle conflicts of
interest. - See article by DBE published in WebPro News in
October re doing SEO in-house or hiring outside
firm. Link to it from our site.
25Typical Results You Can Expect
- Clients typically see increases of at least 35
in relevant search engine traffic within 3 months
of launching DBEs SEO programs, with ongoing
month over month increases. Most clients
traffic increases by over 300 within the first
few months of optimization and continues to climb
each month. - E-commerce clients have had 100 sales increases
through their sites within the first few months
of optimization implementationresults continue
to accelerate after the initial boost. - Clients typically achieve at least a 50 increase
in Top 20 rankings for client-approved target
words within same 3 month period, with ongoing
month over month increases. As results ramp up,
we shift focus to Top 10, and then Top 5
rankings. - In-bound links usually start to come in during
the fourth month--it takes about that much time
to identify, court, and convince webmasters to
link to the site--and then they are on their own
timetable for actually implementing the changes.
Once links start to be generated, it is typical
for clients to see 10-20 in-bound links
increases month over month after month 4.
26Trends to Note
- For the last 2 years, search engines were
behaving more similarly than not. Now search
engines algorithms have become more obviously
divergent - Watch for in-bound links to become more valued by
the search engines as a means used to determine
real sites - See how search engines factor in other site
attributes in determining rank, e.g., how long is
the domain name registered for? - Watch for more companies to embrace SEO as SEA
becomes increasingly expensive/competitive - See companies adding blogs and podcasts to their
sites for SEO purposes - Observe companies pushing for better, more
cost-effective measurement tools to help guide
their SEO decisions - SEIP will begin to take hold as more and more PR
and brand managers embrace search engines as a
marketing mechanism for promoting and protecting
their brand images
27For More Informationinfo_at_DigitalBrandExpressions
.com
- Veronica Niki Fielding
- Digital Brand Expressions
- 4499 Route 27
- Kingston, NJ 08528
- 609.688.8558
- www.digitalbrandexpressions.com