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

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Search engines in the marketing mix

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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