Princeton Chamber 111605 Presentation - PowerPoint PPT Presentation

1 / 27
About This Presentation
Title:

Princeton Chamber 111605 Presentation

Description:

... Marketing. Executives. What Is Search Engine Optimization ... Search Engine Visibility Opt-OmeterSM. SEM For Marketing ... Search Engine Marketing Firm ... – PowerPoint PPT presentation

Number of Views:29
Avg rating:3.0/5.0
Slides: 28
Provided by: DBE
Category:

less

Transcript and Presenter's Notes

Title: Princeton Chamber 111605 Presentation


1
(No Transcript)
2
About 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

3
SEM Client Experience Includes
4
Search Engine Marketing Its Sub-Sets
SEM
SEIP
SEA
SEO
5
What 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.

6
What 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

7
What 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

8
Where Resulting Listings Appear for SEO SEA
(Google Example)
9
The 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
10
Compare SEA SEO to PR Advertising
1 iProspect in Keys to Unlocking Your
WebMarketing Genius
11
DBEs Search Engine Visibility Opt-OmeterSM
Assessing Your Sites Optimization
?
?
?
?
?
?
?
?
?
?
?
?
Site is optimized needs quarterly
competitive environment review and minimal SEO
work.
?
?
?
?
?
?
?
?
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)
?
?
?
Has some SEO elements but not others.
Typically site has clean coding but not
enough optimized text too few keyword-rich
links
?
Non- functioning meta-tagsandlittlecopy onsite
Site Lacks any SEO
12
Quick 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
13
SEO 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.

14
SEO 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

15
SEO 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

16
Expertise 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

17
SEA 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.

18
Active 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

19
Pros 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

20
How 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.

21
Reporting 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.

22
Budgeting 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

23
Build 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.

24
Hiring 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.

25
Typical 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.

26
Trends 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

27
For More Informationinfo_at_DigitalBrandExpressions
.com
  • Veronica Niki Fielding
  • Digital Brand Expressions
  • 4499 Route 27
  • Kingston, NJ 08528
  • 609.688.8558
  • www.digitalbrandexpressions.com
Write a Comment
User Comments (0)
About PowerShow.com