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Can you afford not to be
found?
Search Engines:
Your Global Virtual Sales
Force
AIM Program
January 2010
How many computers are
there?
And how many webpages? Top three?
2
Marketers are ceding
control to Customers

“Consumer-initiated marketing" on the
consumers' timeline, not the advertisers'
• The corporate Web site is less relevant than it used
to be / member-created content
• Brands are built as a dialogue: Consumers create a
brand, not ad agencies. Web presence is a
dialogue
• Reverse Broadcasting: marketing is on defense

3
Personalization. Post-advertising.
Attention erosion. Fragmentation.
• Decisions are made about you and your products
before the Web site is even visited
• More people on SM than emailing! Customer
•Source: Omniture White Paper
Service
Your customer has
changed
SEs: the operating systems of the
web
Dramatic consequences of a
global behavioral change: a fast
searchbox

Web sites / content that is not
visible for the SEs are rendered
invisible for potential customers.
• Your #1Interface: SERPs

4
Your SERPs will act as your most
cost effective marketing channel:
spiders will drive targeted
customers as they search for your
products /services
Search result #2,123,298
A website on the bottom of search
results
5
Presentation Agenda
Search engines as your virtual global sales force

Context we live in: SEO -best
marketing action (after a face to
face meeting*)
The Basics:

What is a Search Engine?

Search Engine Optimization (SEO)
Pay Per Click Marketing (PPC, SEM, CPC,
sponsored links, search engine advertising)

Global Web usage trends
 A brief case study

6
•Source: Omniture White Paper
Your #1 Marketing Channel
Search Engine Optimization (SEO)
& Search Engine Marketing (SEM)
7
What is a SE? – a database
Brain Function of the web
The history of Google: a copy of the Net
 Crawler (Spider, bot)
Visits visible webpages
 Follows links
 Determines relevance of pages as it
copies them
Index
 Hierarchy of results, based on relevance
Algorithm
 The dynamic “engine” of results
 This is how SEs compete



8
The Web from
a marketing
standpoint:
Performance
Most important activity online (#1email?)
"Part of having a say is letting people find what you
say"
Google alone: 37 billion
searches / month.
Received and sent e-mail
Used a search engine
Researched products and services
93%
81%
62%
59%
Info on local events, restaurants, maps or traffic
55%
Got the daily news
Participated in contests or sweepstakes
52%
Instant messaged
52%
Sent electronic greeting/post cards
52%
•20-25% of
searches: local.
48%
Viewed a bill or statement online
46%
Visited the online version of a newspaper
•50+% of visitors:
International!
46%
Visited a directory site to find addresses or phone numbers
Visited the Web site about health
46%
Investigated travel arrangements
45%
38%
Downloaded free software
36%
Conducted online personal banking
Paid bill online
34%
Viewed classifieds about jobs
33%
0%
•Only 30 - 50% of
results are
“relevant”: An
opportunity!
41%
Chatted online
20%
40%
60%
• Search is the #2
application (?) on
the web; #3 is
research. SM?
80%
100%
10 •Source: Google / Yahoo Research, Pew Internet & American Life. comScore Media Metrix
How 70-87% of clicks are delivered
Natural, organic, editorial and commercial- advertising links
60% of the users are unaware of the distinction. Search
accounts for 49% of online purchases.
Advertisements
Organic,
natural results
11
Source: Mediapost / Jupiter Research; ROI Research
Search Engine Optimization
The most powerful marketing tool: editorial
Third party validation -Your
Goal
12

Increase your Revenues, utilizing the web
as your most targeted sales channel.

Lower Customer Acquisition Costs.

Increase Highly-Targeted Site Traffic.

Increase Purchase/Conversion Ratios.

Increase Web Visibility and Online Brand
Recognition.
What is Search Engine
Optimization? “Organic” links




13
Status quo baseline report sets the groundwork for
the campaign. It allows a reference point for results
reporting.
Extensive keyword analysis via a suite of keyword
analytical tools – mission critical.
Page Level Optimization involves creating unique,
keyword rich html tags and titles designed to
increase keyword relevance.
 Designed for optimal results while minimizing the
risk of violating major search engine rules.
 It is done by techies sitting in dark rooms:
marketers speak a different language. It is an
opportunity to dominate!
Link Popularity Building. The rules of engagement
are dictated by the search engines. Don’t break
those rules: the penalty is huge. BMW.de!
Typical optimization experience
Your keyword space is ripe for you to
dominate





Migration of hundreds of keywords to top
30 positions on the web’s major search
engines.
10x, or greater, increase in Search Engine
derived traffic.
Increased purchase / conversion ratios.
ROI Focused Efforts = Increased
Revenues.
Recession-resistant marketing
”A gift that keeps on giving”.
14
Dominant trend: Search Related
Ads
Commercially available results next to the natural ones
–
1 out of 6 referrals comes from ads
Advertisements
15
PPC Marketing: 95% Google,
60% Yahoo Buying and managing advertising
links





16
Crossroads of Brand Communication and
Direct Marketing.
Second best ROI (industry specific).
Advantage: it is immediate.
Bidding process can be much less
expensive when done with experience
(Dutch auctions, game theory to
maximize returns).
Testing is important: Dynamic titles,
multiple creatives.
Compare SEO to PPC
Dynamic balance should be our goal
SEO
Free, unpredictable, unbiased, difficult to
achieve.
•PROS
•Low costs (although front loaded).
•Results are more visible and more relevant.
•Trusted, independently verified, unbiased by an
objective third-party.
•Provides a steady stream of traffic over time.
•One time costs are frontloaded; once pages are
optimized for organic search, low ongoing
maintenance fees make it cost-efficient.
17
Compare SEO to PPC
Dynamic balance should be our goal

18
CONS

It is difficult to do. Engine requirements
can be at odds with site design and
architecture.

Organic results can be unfocused.

No control over specifics (which terms,
how well they get ranked).

Relatively low control over your listing
copy. Longer time horizon.
Compare SEO to PPC (Continued)
The most misunderstood channel - PPC
PPC
Controlled, planned, every click costs
money.
•PROS
19
•Easy to do if you are willing to bid high.
•Allows planning traffic = sales forecast
using appropriate metrics.
•Opportunity for short term sales campaigns,
promotional fares etc.
•Can boost traffic significantly on a short
notice.
•Completely customized creative to meet the
needs of users.
Compare SEO to PPC (Continued)
Pay for every click – and quadruple
sales

CONS
• It can be expensive (varies from
moderate to high costs).
• Certain segments of online audience
are not excited about commercial
messages.
• Click fraud (1 to 30%). Issue or nonissue?
• Trojan programs imitating legitimate
Google ads on sites.
20
Search results: your IQ
You have a choice: Site DNA
21
Trends & Market Size
You are already global…
How to maximize search
dominance?
22
Go International! 750Mn+ people
95% of the web: 61 billion searches/ month*
23 *Source: Comscore
Use it for what it was invented for:
reach people throughout the world

Google currently supports more than 40 languages in
nearly 200 countries for keyword targeted campaigns.

English
Chinese (simplified)
Chinese (traditional)
Danish
Dutch
Finnish
French
German
Italian
Japanese
Korean
Norwegian
Spanish
Swedish
Arabic
Bulgarian
Catalan
Croatian
Czech
Danish
Estonian
Greek





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24
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
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

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Hebrew
Hindi
Hungarian
Icelandic
Indonesian
Latvian
Polish
Portuguese
Romanian
Russian
Serbian
Slovak
Slovenian
Tagalog
Turkish
Ukrainian
Urdu
Vietnamese
The “big rush” to get online
Million Internet users by region, 2008
248
139
Asia
51
42
20
385
Europe
North America
Latin America / Carribean
Africa
Middle East
Oceania / Australia
578
25
Source: Internet World Stats – www.internetworldstats.com/stats.htm
Most of 1.5 Bn Internet users
are in Asia
% of all Internet users by region, 2008
26
Source: Internet World Stats – www.internetworldstats.com/stats.htm
World Internet penetration
% of population with Internet access
27
Source: Internet World Stats – www.internetworldstats.com/stats.htm
Google’s Reach
#1 Content Network as well: 80% reach
Total Unique Visitors
Europe: 91%
Asia Pacific: 88%
Latin America: 92%
28
Source: comScore Custom Analysis
Google
(search)
567M
Yahoo
(search)
239M
MSN
(search)
178M
Ask network
128M
A Case study
Super Radiator Coils
29
Their website on top…
…of the SE results
30
The Online Marketing
Pyramid
Traditional mktg: lower ROI

e
• Email
•Behavioral
•Pay Per Click
Ads Media
•Social
•Search
Presence
Engine
Optimization
31
The Results: a vibrant presence
Gradually entering different markets
 SRCoils.com
(close to 300)
 SRCoils.com/MX Spanish
section (Close to 150)
 SRCoils UK (Close to 200)
 SRCoils AUS (Close to 300)
 CustomAirCoolers (Close to
100)
32 Source:
ActiveMedia Reports,
Disruptive Technology
Explosive results
Compound
Annual Growth
Rate = 37 %
2010
33
Online
Reputation
Management
Thank you for your
attention
Contact information
Laszlo Horvath
[email protected]
Skype: Calllaszlo
+1.703.757.9195
34
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