clickTRUE – Your Online Conversion Specialists
“Get Your Customers Online!”
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twitter.com/jeremewong
http://www.clicktrue.biz
Jereme Wong
COO, clickTRUE Pte Ltd
What Do We Do?
Think. Design. Build. Measure. Test.
• We are an online consulting firm. We help our Partners Strategize,
Design and Build captivating experiences for the Web.
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Some Of Our Clients
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“We have been working with clickTRUE for almost 4 years running. The thing that
impressed me most is their breadth and depth of knowledge when it comes to
online marketing. They are quick to offer solutions and equally committed to deliver
them. Definitely a partner to trust in building your brand online.”
- Daren Tan, Nikon Asia
clickTRUE Confidential and Proprietary
Search Engine Marketing
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The Online Landscape
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Image:
Poste
r W
eb2.0
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Research and Purchase – Travel
52% 55%
39%34%
28%
39%31%
62%
34%
60%
39%
55%
30%37%
47% 43%
56%
55%
56%
44%52%
21%
49%
22%
41%
25%
41% 28%
0%
20%
40%
60%
80%
100%
Researched Online, Purchased Online Researched Online, Purchased Offline
Research and Purchase
Travel (net)
Source: Consumer Commerce Barometer 2010 by TNS
MYS SGP CHN HND VNM PHL IDN NZ THA JPN TWN AUS IND KOR
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Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last 6mo., which of the following
prompted you to go to a search engine to look for info on a particular company, product, service, or slogan? Select all that apply.)
Offline Channels Drive Online Search
A Comprehensive Set of Online Touch Points
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Search Content
Decision
and
Purchase
Cycle
Contextually relevant ad on website
“hawaii”
“hawaii travel promotions”
“book hawaii hotel” “travel promotion alerts”
The Right Lead at the Right Time
Thus The Importance Of Search Engines
Search Query: ‘flowers’
Google Search Results
What Are Organic Search Results
AdWords Ads
What Are Sponsored Search Results
Keyword Advertising / Search Engine Marketing
• Targeted advertising
• Better advertiser ROI than
untargeted ads
• Improved user experience
Google Content Network
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You get relevant text and image ads that are precisely
targeted to your site and your site content.
Connect With Your Audience With …
What’s The Cost Of Doing SEM?
Cost Per Click - CPC
SEM Goes By Ad Auctioning
Keywords, Messaging, Landing Pages
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Constant Optimisation Required
• Well Managed & Relevant Campaign
• Bettering Clickthrough Rates
• Lowering Cost
• Fire & Forget Campaign
• Clickthrough Rates Low
• Cost Escalates
• Campaign Abandoned
VERSUS
clickTRUE Confidential and Proprietary
Search Engine Optimisation
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How Search Engines Work…
Image: Google
Crawl Web
Index Documents
Process Queries
Rank Results
Search Engine Optimisation
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•2 types of listings in a Search Engine
Results Page (SERP) – Paid vs
Natural.
•Natural listings also known as
Organic search results are:
• non-biased
• rankings are determined by the
Search Engine’s algorithm by
comparing how relevant the
results are in matching the
queries.
•Search Engine Optimization efforts
can help to increase rankings of
website. However, this requires time
and re-structuring of website.
Paid Search
Natural Search
Typical SEO Pitches
Guarantee Top Rankings
Fast & Easy Results
Only $388 per month
Google’s Response
“ No one can guarantee a #1 ranking on Google. ”
“ Be careful if a company is secretive or won't
clearly explain what they intend to do. ”
“ Be sure to understand where the money goes.. ”
Reference:
www.google.com/support/webmasters/bin/answer.py?hl=
en&answer=35291
Less concerned with what other websites think (i.e. links) and more concerned about the opinion of what actual users think about the website (i.e. good quality content)
Distaste for link spam and poor quality content
A Proper SEO Strategy Is Required With Search Algorithms
Getting More Advanced To Reduce The Impact Of Run Of The Mill
SEO Tactics
Google Launches Panda Search Algorithm
SEO Approach
Case Study: Hotel Group SEO - Rankings
• We were specifically targeting the first 10 keywords
• 8/10 keywords improved in ranking.
• Improvement in Revenue, Average Value, Converssion Rate & Per
Visit Value as compared to the previous period.
• Organic traffic metrics compared to site average improved
Case Study: Hotel Group SEO - Organic Traffic
clickTRUE Confidential and Proprietary
QnA
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Summary
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“Get Your Customers
Online!”
• Through a scientific and systematic process, Think. Design. Build.
Measure. Test...
• …we help our partners & clients bring up their website visibility,
deliver compelling user experience, and ultimately, get their
customers online.
Thank You!
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If you have further questions, we are more than happy to answer them!
Contact: + [email protected] +65 6571 7128