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Presented by Remone Tawadros, Operations Director Advantate, Search Marketing Experts to the Victoria Online Seminar Series, Wednesday 29 July 2009
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Search Engine Optimisation Your questions answered
Remone TawadrosOperations Director
Introduction
ØThe search marketing landscape
ØSearch trends, search ad spend
ØThe role search plays in the online and offline advertising world
ØSearch engines in the marketing mix
ØWhy participate in search engine marketing
ØThe search marketing landscape
ØSearch trends, search ad spend
ØThe role search plays in the online and offline advertising world
ØSearch engines in the marketing mix
ØWhy participate in search engine marketing
The search marketing landscape
• Google is the #1 website visited by Australians
• Search Engines account for 11% market share of total website visits
• More people use a search engine than Facebook, news sites or online banks
• Google is the #1 website visited by Australians
• Search Engines account for 11% market share of total website visits
• More people use a search engine than Facebook, news sites or online banks
0% 2% 4% 6% 8% 10% 12%
Search Engines
Social Networking and Forums
News and Media
Shopping and Classifieds
Email Services
Portal Frontpages
Banks and Financial Institutions
Travel
April, 2005April, 2008
* Source: Hitwise Industry Share of Visits by Australian Internet Users, April 05 vs April 08
Search trends, search ad spend
Reach*• Online Audience - 13.1 million• 92% visit a search engine (12.1M)• 88% of searches on Google
PWC: IAB Online Advertising Expenditure Report, March 09
Search trends, search ad spend
PWC: IAB Online Advertising Expenditure Report, March 09
Primary Search Engine
Search Engine Relationships
Organic Search ResultsPaid Search Results
Supplemental Paid Search Results
• At a simple level, a search engine result is made up of three components working together.
How Search Engines Work
• At a simple level, a search engine result is made up of three components working together.
3. A “spider”, “crawler” or “robot” that systematically searches and indexes the web
2. A database that stores the indexed pages
1. Secret Algorithm to determine the ranking position of a page
Search Engine Optimisation
• To help our customer’s site rank high, we must influence these components to our advantage.
• We refer to them as:– On-Page Factors
– Off-Page Factors
• To help our customer’s site rank high, we must influence these components to our advantage.
• We refer to them as:– On-Page Factors
– Off-Page Factors
On – Page Factors
On-Page Factors
You need to say the right things …. Don’t leave it for others to work out!
On-Page Factors
You need to say the right things …. Don’t leave it for others to work out!
Spider
Search Engine interaction = Spider Food
Relevant Content
Inclusion
Spider
Domain.com/product.asp?catid=1&sessid=1Page one
!!!
Javascript:void (0);
Accessible to Site Crawlers
Page three
Page two
Home
!!!
Diagnostic Tools
Off – Page Factors
Off-Page Factors
We think you are great
Others need to feel the same
Off-Page Factors
We think you are great
Others need to feel the same
All about
your business
All about your
business
All about your
business
Links
All about
your business
Topically Relevant
All about your
business
Links from highly credible websites on the same topic.
Topically relevant & Highly Credible
Diagnostic Tools
Relevance to consumers
Relevance
• Being indexed only means you’re in the race
• There are more than X,000,000,000 other runners …each one at the mercy of :
• Being indexed only means you’re in the race
• There are more than X,000,000,000 other runners …each one at the mercy of :
“Search Query”
OFF page factors:* Links from other websites
ON page factors:* Body copy* Internal links* etc
Source: Greenlight UK
Matching process / Algorithm
Example of government sites that need attention
??
Swine Flu results
With Victoria having the most cases of human swine flu (1,876
humans)
With Victoria having the most cases of human swine flu (1,876
humans)
Example of a good government site
SEO Snapshot
Search Engine Optimisation (SEO) – Keyword strategy
» Selecting keywords to optimize for
– What do search engines look for at your site
» Copywriting for search engines
» Writing SEO-specific pages
» Frequent content changes
» Relevancy
• What do search engines look for outside your site » Link building strategies
Search Engine Optimisation (SEO) – Keyword strategy
» Selecting keywords to optimize for
– What do search engines look for at your site
» Copywriting for search engines
» Writing SEO-specific pages
» Frequent content changes
» Relevancy
• What do search engines look for outside your site » Link building strategies
Why participate in search engine marketing (SEM)
Search Engine Marketing offers unparalleled results for advertisers.
• Reach
• Cost
• Timing
• Flexibility
Search Engine Marketing offers unparalleled results for advertisers.
• Reach
• Cost
• Timing
• Flexibility
Why participate in search engine marketing (SEM)
• Reach
– Access to ~80% of Internet users worldwide
• Cost
– Low costs for high ROI
– Pay Google when users click on your ads
• Timing
– Ads are seen by users looking to purchase
– Reach your audience at the right time, with the right message
• Flexibility
– Start advertising quickly
– Unlimited changes, whenever you want
– You can target ads to the specific location & language of your customers
• Reach
– Access to ~80% of Internet users worldwide
• Cost
– Low costs for high ROI
– Pay Google when users click on your ads
• Timing
– Ads are seen by users looking to purchase
– Reach your audience at the right time, with the right message
• Flexibility
– Start advertising quickly
– Unlimited changes, whenever you want
– You can target ads to the specific location & language of your customers
The role search plays in online andoffline advertising world
Tagged keyword of any media directs viewers to SearchTagged keyword of any media directs viewers to SearchTagged keyword of any media directs viewers to SearchTagged keyword of any media directs viewers to Search
Search engines in the marketing mix
DMDMDMDM
EmailEmailBroadBroad--
castingcasting
What key performance indicators (KPIs) should search marketers consider?
When doing Search Engine Marketing there's always a goal to look towards
ØTraffic
ØSign ups
ØRank #1
ØIncrease the number of qualified visitors
ØReduce cost of leads
When doing Search Engine Marketing there's always a goal to look towards
ØTraffic
ØSign ups
ØRank #1
ØIncrease the number of qualified visitors
ØReduce cost of leads
Wrap up Q&A
Wrap up Q&A
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