Download - Search Engine Presentation
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Looking Ahead Part 2:Search Engine Marketing
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Web 2.0The New Customer
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Customers have a lot of choice: what to watch, where to get their media, and what brands to buy.
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Consumers are blocking out ads and company messages
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Because, they don’t care what we have to say, or
what we have to sell
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Advertising messages
are seen as spam
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Our messages aren’t aren’t getting through as they used to
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Internet = User in Control
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Who are these customers?
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DemographicsYounger, higher income, educated
Age
18-44 85%
45+ 50%
Income
< $86,000 61%
$86,000+ 88%
Education
Secondary education only 49%
Post-secondary education 80%
Statistics Canada 2006
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Time Spent Online Per Weekless than 1
hour
1-2 hours
5-8 hours
9-12 hours
13-24 hours
25 hours or more
don't know
Ipsos Reid 2005
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Online Activities
0 10 20 30 40 50 60 70
Photo
Personal
Listened to Radio
Researched Courses, schools
Purchased a Product
Researched Courses, schools
Comparison shopped
Researched Trip
Online Banking
Ipsos Read 2006
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The Opportunity for Business
• 43% of Canadian Adults have made a purchase online in the last 12 months
• $20.9 billion will be spent online by Canadian consumers in 2008
eMarketer 2008
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Offline Shopping Influenced by the Internet
56 58 60 62 64 66 68 70
Appliances
Automobiles andaccessories
Furniture, homeand garden
Food &Groceries
(Canada, April 2006) J.C Williams
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And we they are more connected then ever before…
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Canada: Most Engaged Country Online
• 20.6 Million unique Internet Users in Canada
• Canada has 70% Online Penetration, the next closest country being the US at 60%
• Canadians also spent the most time online
• Comscore World Metrix (2007)
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How do we reach these customers?
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1) Go Where Our Customers Are
• Blogs
• Podcasts
• Social Networks
• File-sharing
• Microblogs
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2) Help our Customers Find Us
• Canadians perform more than 85 million searches a day
• There are 22.4 million unique searchers and 2.8 Billion searches every month
• 78% of Canadians online will use Search Engines to research online and offline purchases
• 27% of those who researched product information online purchased online
Comscore Media Metrix (2007)
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Key Demographic: Moms
• 2/3 of moms use Search after seeing an advertisement
• 76% spend more than 1 hour a day on the Internet. 36% spend more than 3 hours a day!
• 89% are online twice a day or more
• 86% feel that Search Engines are the best way to find information MSN
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Canada has some of the most active Internet searchers on
the planet, yet Canadian marketers are slower than
their counterparts abroad to latch onto search.
Strategy Magazine 2008
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The Opportunity for Business
• Sales
• Customer Service
• Ahead of our Competitors
• Cost Effective Marketing
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Search Engine Marketing
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Search Behaviour: Golden Triangle
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Organic Ranking Visibility
• Rank 1 – 100%
• Rank 2 – 100%
• Rank 3 – 100%
• Rank 4 - 85%
• Rank 5 – 60%
• Rank 6 – 50%
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Our Brain on Search
• The brain files what we know in different areas.
• Working memory has 3-7 slots, so we bring everything down to workable numbers
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Search Behavour: Time
• Users Spend 10-12 Second the search page
• Area of Greatest Promise: – 1.5 Seconds are spent looking at the top left
side which is 20% of the time spent on the results page
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Search Engine Marketing
O n -s ite T a gs C o nte n t In b ou nd L in ks
S E O
G oo g le Y a h o o! M S N
P a id P lace m e nt
S e a rch E ng in e M a rke ting
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Why Search Marketing?
• Search Engine Marketing helps customers find us!
• Search Engine Marketing helps us reach potential buyers at an advanced stage of their buying decision
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SEO
• SEO Considers how Search Engine “algorithms” work and what people search for.
• SEO efforts may involve a site's coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site.
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How Search Works
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Mysterious Search Algorithms
• Keyword Usage
• Domain Strength
• Inbound Links
• PageRank
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the technical stuff
• Meta Description
• Meta Keywords
• Header Tags
• Alt-text (Images)
• Duplicate Content (301 Redirect)
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Title Tags
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Content
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URLs
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Inbound Links
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Universal Search
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Paid Placement
• Yahoo!
• MSN
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Adwords
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Pay-Per-Click
• Targeted
• Measurable
• Cost-effective
• Immediate
• Pay only when a prospect clicks
• Test Friendly
• Good for SEO
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16% point increase in Brand Association when brand is in top sponsored and top organic results.
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What you can do…
• Brainstorm keywords
• Write effective copy
• Internal Links within copy
• Encourage links to site
• Suggest Alt-text for images
• Stay-up-to-date with Search Marketing!
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Next Steps
• Create Search Engine Optimized Websites for our sites!
• Build Marketing Campaigns with Online Marketing Components including Paid-Per-Click ads
• Measure everything!
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For copies of Looking Ahead (part 1 or 2) email me
michellekostya at gmail dot com!