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1. Search Engine MarketingSearch Engine Marketing

2. Search Engine Marketing BenefitsSearch Engine Marketing Benefits
• Search engines represent a very uniqueSearch engines represent a very unique
medium, which allows you to precisely target anmedium, which allows you to precisely target an
interested audience.interested audience.
• In other media, the audience is lookingIn other media, the audience is looking atat
something, and your advertisement is asomething, and your advertisement is a
distraction.distraction.
• Searchers are lookingSearchers are looking forfor something, and are farsomething, and are far
more likely to respond to an appropriatelymore likely to respond to an appropriately
targeted offer.targeted offer.

3. Search Engine Marketing OptionsSearch Engine Marketing Options
• Search Engine Optimization (SEO): OptimizingSearch Engine Optimization (SEO): Optimizing
the content of your website to appear on the freethe content of your website to appear on the free
side of search engine results.side of search engine results.
• Pay Per Click (PPC): Cost-Per-ActionPay Per Click (PPC): Cost-Per-Action
advertising targeting theadvertising targeting the ““sponsored listingssponsored listings”” onon
search engine results.search engine results.
• Blended Strategy / Search Engine Marketing:Blended Strategy / Search Engine Marketing:
Utilizing both SEO and PPC to maximize yourUtilizing both SEO and PPC to maximize your
exposure to search engine users.exposure to search engine users.

4. Search Engine Optimization - ProsSearch Engine Optimization - Pros
• Leverage your siteLeverage your site’’s natural advantages –s natural advantages –
content, popularity, linking relationshipscontent, popularity, linking relationships
• Can deliver substantial benefits at a very lowCan deliver substantial benefits at a very low
cost, especially for acost, especially for a ““content richcontent rich”” sitesite
• Requires minimal ongoing activity for most sitesRequires minimal ongoing activity for most sites
• Initial investment in SEO can pay off for years toInitial investment in SEO can pay off for years to
comecome

5. Search Engine Optimization - ConsSearch Engine Optimization - Cons
• SEO influences, but does not control, the search engineSEO influences, but does not control, the search engine
results - there are no guarantees.results - there are no guarantees.
• Delayed results - after the initial SEO effort, expect toDelayed results - after the initial SEO effort, expect to
wait at least 2-3 months for significant traffic.wait at least 2-3 months for significant traffic.
• Risk of becoming overly dependent onRisk of becoming overly dependent on ““freefree”” traffic,traffic,
because results are variable over time.because results are variable over time.
• Some modifications to site are required; extent ofSome modifications to site are required; extent of
changes dependent on many factors. A professional SEOchanges dependent on many factors. A professional SEO
consultant can help find the best path to results and ROI.consultant can help find the best path to results and ROI.
• Poorly executed SEO campaigns can lead to searchPoorly executed SEO campaigns can lead to search
engine penalties and long term harm to the organizationengine penalties and long term harm to the organization’’ss
online presence.online presence.

6. Pay Per Click Advertising - ProsPay Per Click Advertising - Pros
• Predictability - maintain control of costs, operate under aPredictability - maintain control of costs, operate under a
fixed or variable budget, adjust investment seasonally.fixed or variable budget, adjust investment seasonally.
• Immediate and predictable results - start advertisingImmediate and predictable results - start advertising
today, get traffic today. For the most part, the PPCtoday, get traffic today. For the most part, the PPC
advertiser can control where their site appears in searchadvertiser can control where their site appears in search
results.results.
• Geo-targeting: the ability to restrict advertising to localGeo-targeting: the ability to restrict advertising to local
markets, or deliver different ads to different geographicmarkets, or deliver different ads to different geographic
regions.regions.
• Tracking ROI is relatively easy. Feedback from PPCTracking ROI is relatively easy. Feedback from PPC
campaign results drives ROI higher over time, and cancampaign results drives ROI higher over time, and can
even help with SEO strategy.even help with SEO strategy.
• With a well designed site already in place, minimalWith a well designed site already in place, minimal ““onon
sitesite”” changes are required - just add landing pages.changes are required - just add landing pages.

7. Pay Per Click Advertising -Pay Per Click Advertising -
ConsCons
• ROI is heavily dependent on the WebsiteROI is heavily dependent on the Website’’s ability tos ability to
convert traffic into sales.convert traffic into sales.
• Requires an ongoing commitment to measuring,Requires an ongoing commitment to measuring,
managing, and refining the campaign.managing, and refining the campaign.
• Traffic can be brought in immediately, but optimizing andTraffic can be brought in immediately, but optimizing and
refining a campaign can take months.refining a campaign can take months.
• Depending on the scope of the campaign, developingDepending on the scope of the campaign, developing
creatives (ad copy and headlines) can be expensive.creatives (ad copy and headlines) can be expensive.
• PPC may be far more expensive than SEO, althoughPPC may be far more expensive than SEO, although
effective PPC campaigns can actually cost less.effective PPC campaigns can actually cost less.

8. Why Hire A Professional?Why Hire A Professional?
• Thorough assessment of business needs andThorough assessment of business needs and
current state.current state.
• SEO professionals can help determine the mostSEO professionals can help determine the most
cost-effective methods of making needed sitecost-effective methods of making needed site
modifications.modifications.
• Professional PPC campaign management canProfessional PPC campaign management can
greatly increase ROI, and reduce startup costs.greatly increase ROI, and reduce startup costs.
• Focus: Is search engine marketing really yourFocus: Is search engine marketing really your
core business?core business?

9. Search Engine Marketing ProcessSearch Engine Marketing Process
• Stage 1: Business AssessmentStage 1: Business Assessment
• Stage 2: Keyword StrategyStage 2: Keyword Strategy
• Stage 3: Pay-Per-ClickStage 3: Pay-Per-Click
• Stage 4: Website OptimizationStage 4: Website Optimization
• Stage 5: Link BuildingStage 5: Link Building
• Stage 6: Tracking and RefinementStage 6: Tracking and Refinement

10. Business AssessmentBusiness Assessment
• Key Business IssuesKey Business Issues
• Establish Business GoalsEstablish Business Goals
• Identify Key PlayersIdentify Key Players
• Examine Current MetricsExamine Current Metrics
• Conduct Site ReviewConduct Site Review
• Keyword BrainstormingKeyword Brainstorming

11. Keyword StrategyKeyword Strategy
• Search Term DiscoverySearch Term Discovery
• Keyword MetricsKeyword Metrics
• Assess RelevanceAssess Relevance
• Search Term SelectionSearch Term Selection
• Establish PrioritiesEstablish Priorities
• Determine MethodsDetermine Methods

12. Pay Per ClickPay Per Click
• Initial Keyword StrategyInitial Keyword Strategy
• Develop Ad Copy and HeadlinesDevelop Ad Copy and Headlines
• Testing PhaseTesting Phase
• Add Negative MatchingAdd Negative Matching
• Add Exact MatchingAdd Exact Matching
• Track and RefineTrack and Refine

13. Website OptimizationWebsite Optimization
• Map Keywords to ContentMap Keywords to Content
• Site Structure and OrganizationSite Structure and Organization
• Modify Page TemplatesModify Page Templates
• SEO Copywriting and RewritesSEO Copywriting and Rewrites
• Optimize Internal LinksOptimize Internal Links
• Set Up Tracking SystemSet Up Tracking System

14. Link BuildingLink Building
• Keyword Strategy ReviewKeyword Strategy Review
• Directory SubmissionsDirectory Submissions
• Press ReleasesPress Releases
• Link PartnershipsLink Partnerships
• Link-Based AdvertisingLink-Based Advertising
• Affiliate ProgramAffiliate Program

15. Tracking & RefinementTracking & Refinement
• For SEO, Begin at 2 monthsFor SEO, Begin at 2 months
• For PPC, From Day 1For PPC, From Day 1
• Identify Key Search TermsIdentify Key Search Terms
• Identify Performance GapsIdentify Performance Gaps
• Cost-Benefit AnalysisCost-Benefit Analysis
• Refine StrategyRefine Strategy