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 cthrondson_at_fo
rbin.com 877-814-7485Booth 713
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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?

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How
How became a Verb
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Search Engines have 2 customers

1. Searchers Consumers
2. Advertisers Business (You)

Compare to Network Television

• Viewers Consumers
• Advertisers Businesses (You)

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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

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Budget

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

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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?

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Organic or Free listings

• Link Building
• Popularity / Blogging
• Site construction and content
• Updates
• Paid listings

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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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Google AdWords

• Campaign Demo
• PPC

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

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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

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Focus
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Modern Yellow Pages

• Trying to find someone or something
• Have you adjusted?
• Pay attention to how hard it is to find things

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Google doesnt care What you would do

• Yellow Roses Atlanta 2 searches per month
• Flower Delivery Atlanta 2400 per month

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Forget What YOU KNOW!!!!!

• Demographics OUT
• Age
• Sex
• Education
• Income
• Hobbies

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Budgets

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

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Budget

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

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Exponential Change Video
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1. What is it? 2. What is the Obsession?
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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

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

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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
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Age Demographic of Facebook Users
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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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On-Line Social NetworkingIts coming to the
chronically ill and disabled near you!
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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
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Health Social Networking sites
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• Many uses for YouTube
• Entertainment
• Home Videos
• How to Dos
• Demonstrations
• Testimonials
• Education
• Advertisements
• Commercials

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• 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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Adult Web users who do social networking
1 in 5 used it yesterday!
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Differentiation

• Supporting your patients needs by supporting
  social networking differentiates you in the
  marketplace
• There are not that many true differentiators

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Media Under Attack

• TV -
• Radio -
• Newspapers Going out of business in several
  MAJOR CITIES

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New media?
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Ad Spending Out of Balance?
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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

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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 cthrondson_at_fo
rbin.com 877-814-7485Booth 713