A presentation made at the BAPC conference in 2011 to UK print companies.

1. Print Search Engine Traffic
Review - 2011
Laurence Knopf – Managing Director, Search Engine Rescue

2. Advice from Sydney Bob:
“be funny!”
“death by powerpoint!”
Print Search Engine Traffic - 2011

3. search engines are
an important
marketing vehicle
for a modern
business!
Print Search Engine Traffic - 2011

4. Print Search Engine Traffic - 2011

5. how valuable is
search engine traffic?
how can you gain
some of that traffic?
Print Search Engine Traffic - 2011

6. Print Search Traffic - The Methodology
How have we compiled the search data?
Used a keyword list focused on b2b search terms
Nearly 1,000 key-phrases
Focused on Google
Used Google AdWords
Focused on UK traffic
Focused on ‘exact match’
Compiled annual traffic figures
Calculated equivalent AdWords expenditure
Split the keywords up by generic and product based terms
Print Search Engine Traffic - 2011

7. Print Search Engine Traffic – 2011 Overview
7,153,166
£10,000,000
Print Search Engine Traffic - 2011

8. Generic Search Engine Traffic
Keyword Group Searches AdWords Cost Avg. CPC
Print 3,253,629 £622,854.00 £2.16
Design 269,260 £54,000.00 £2.12
Online Print 159,390 £38,100.00 £2.56
Digital Print 96,057 £20,600.00 £2.27
Online 74,342 £22,000.00 £2.66
Litho Print 20,500 £4,000.00 £1.98
Print Design 17,700 £3,000.00 £2.48
Digital 5,079 £670.00 £1.66
Online Design 5,062 £1,500.00 £2.70
Total 3,901,019 £766,724.00 £2.06
Variations in value based on group
Online, Digital and Design seem to be more valuable
Print Search Engine Traffic - 2011

9. Keyword Group Searches AdWords Cost Avg. CPC
Product Based Search
Business Cards 2,406,445 £622,900.00 £2.12
Leaflet
Flyers
704,214
444,941
£171,720.00
£108,400.00
£2.52
£2.44
Engine Traffic
Stationary 417,224 £43,400.00 £1.04
Poster 324,957 £43,900.00 £2.38 ‘Business Cards’ is very competitive
Letterhead
Brochure
212,342
195,297
£38,600.00
£55,478.00
£1.82
£2.84
‘Brochure’ is the most expensive
Invitations 191,300 £24,000.00 £1.25 A trend between volume and cost
Envelope 113,251 £12,500.00 £1.10
Book 71,284 £19,300.00 £1.36
Card 70,720 £15,900.00 £2.25
Postcard 48,875 £11,898.00 £2.43
Label 38,700 £9,500.00 £2.45
Banner 35,811 £8,300.00 £2.32
Sticker 35,100 £4,600.00 £2.29
CD 33,000 £8,000.00 £2.42
Ticket 25,251 £3,000.00 £1.19
Magazine 22,669 £6,020.00 £2.66
Calender 12,500 £1,500.00 £1.20
Folder 10,647 £1,700.00 £1.60
Menu 9,460 £1,200.00 £1.27
Catalogue 6,320 £1,600.00 £1.39
Newspaper 5,770 £770.00 £1.82
Pad 4,750 £600.00 £1.26
Box 1,552 £150.00 £0.97
Total 5,442,380 £1,214,936.00 £1.86
Print Search Engine Traffic - 2011

10. Product Based Search Engine Traffic
Print Search Engine Traffic - 2011

11. Search Trends – 2004 to 2011
A dip in activity in 2008 and 2009
A recovery in 2010
Significant gains in 2011
Increases forecasted for 2012
Print Search Engine Traffic - 2011

12. Search Trends – 2004 to 2011
Print Search Engine Traffic - 2011

13. The Value of Natural Clicks
On average natural listings get 2 times as many clicks as paid.
Position Click A 1 to 3 position gives an CTR of 22%
Percentage
With no cost for the clicks
E.g.
1 29%
‘business cards’ = 890,500 searches
2 21% 89,500 clicks costing £284,960 in AdWords
3 18% 179,000 clicks costing £0 naturally
4 10%
5 4%
6 4%
7 3%
8 3%
9 2%
10 2%
Print Search Engine Traffic - 2011

14. A 1 to 3 position gives an CTR of 15%
At no cost per click
Print Search Engine Traffic - 2011

15. how can you gain
some of this traffic?
SEO!
Print Search Engine Traffic - 2011

16. What SEO Isn’t
There are many common misconceptions about SEO
It’s not smoke, mirrors, magic or a long lost dark art
It isn’t quick and no one can offer you guarantees
It’s not about submitting your site or your keywords
It’s not easy and therefore it’s not cheap
Print Search Engine Traffic - 2011

17. What Is SEO?
Getting the search engines to favour your site above the competition.
Building the best site for users!
Structure
Content
Relationships
Reputation
What’s good for SEO is also good for users and helps conversions
Print Search Engine Traffic - 2011

18. Making SEO Work For You
Focus and planning are the most important aspect.
Choose the keywords that are best for you
Add content to your site that reflects those keywords
Build links from other relevant websites
Run some online PR
Start to build a presence on online business networking platforms
Think about doing some guest blogging on business blogs
Think Local!
Print Search Engine Traffic - 2011

19. Laurence Knopf
laurence@searchen
ginerescue.co.uk
020 8736 5876
Print Search Engine Traffic - 2011