benefits of search marketing: boss-convincing reasons to invest in seo

Boss-Convincing Reasons Boss-Convincing Reasons to Invest in Search to Invest in Search Engine OptimizationEngine Optimization

Presented by, B Line Marketingwww.BLineMarketing.com

No Love From Googles’ SpidersNo Love From Googles’ Spiders

SMB Invest More in Digital MediaSMB Invest More in Digital Media

Investment in Online Media Surpasses Traditional Media for First Time among Small-Business Advertisers (Source: Local Commerce Monitor: 2007-2009)

What is SEO?What is SEO?

Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural“ ("organic" or "algorithmic”)

1000s of factors involved in algorithm Can be complicated and messy Always changing and redefining itself based on market,

competitiveness, technology and new engines Should be utilized in all online marketing and PR materials Helps determine strategy for long-term success Yields the highest ROI* (eMarketer)

Killing 5 Birds with One SEO CampaignKilling 5 Birds with One SEO Campaign

SEO Proved Most EffectiveSEO Proved Most Effective

Comparing low cost traffic sources

SEO proved more effective than email, blogs,links, viral video and social site profiles

SEO Can Be a Simple ProcessSEO Can Be a Simple ProcessBut HARD to ExecuteBut HARD to Execute

Multiple pieces to coordinate Several departments to work with Lots of different skill sets (content writing, technical know-how, PR/

relationship-building, creative thinking, analytical thinking, etc.) Chasing a moving target with new SEO requirements like search

engine updates and new technology

SEO Can be Complex: 1000s of Factors SEO Can be Complex: 1000s of Factors Influencing RankingInfluencing Ranking

Organic vs. PPCOrganic vs. PPC An organically (SEO) ranked site in

position #1-6gets more visibility than a #1 ranked paid search (PPC) advertisement (source: Comscore)

SEO drives 75%+ of all search traffic (source: SEMPO)

Companies are pulling budget from other media and continuing to increase their online ad budget by over 1% each year since online is more trackable (source: eMarketer)

Low Cost per Lead from Inbound Low Cost per Lead from Inbound Marketing TacticsMarketing Tactics

Low cost per lead with SEO, social media and blogs

SEO proves again to be a lower cost than PPC

SEO strategy necessary in order to achieve effectiveness of social search and blogs

SEO Strategy Comes FirstSEO Strategy Comes First

SEO strategy should come FIRST before the social media strategy

The results of SEO strategy can help with your social media planning and viral marketing

Who Cares Unless You Can be FoundWho Cares Unless You Can be Found

Facebook requires a search YouTube requires a search Images.google.com requires a search Flickr.com requires a search

More Optimized Media = More RankingsMore Optimized Media = More Rankings More media accessible, the

more likely to achieve top ranking

Google’s search results page pulls from various media databases (i.e. images.google.com)

Optimized video or images are less competitive and often easier to rank than text

Optimizing several media types can have a multiplier effect and boost rankings

Blended Results from Google Pulls In Blended Results from Google Pulls In Video and Image ContentVideo and Image Content

One Google Web Search Pulls News, Local and One Google Web Search Pulls News, Local and Image ResultsImage Results

Optimize Your Blog For Real Estate on Optimize Your Blog For Real Estate on Search Results PageSearch Results Page

More Market Share Requires A Smart More Market Share Requires A Smart SEO StrategySEO Strategy

When Bing serves Yahoo search results (likely Q4 in 2010) they will be bigger contenders for market share

More leads possible from Yahoo and Bing

Staying on top of Bing algorithm is critical to reaching 26% of search engine market

New tactics apply to earning Bing rankings

Sandwich SEO Into Your WebsiteSandwich SEO Into Your Website

Keyword Research Is FundamentalKeyword Research Is Fundamental

Keyword research shapes SEO strategy

Terms organized by theme, popularity, relevance, competitiveness, existing rank

Generate ideas and solutions for “sticky” articles, FAQs and blog topics

Terms used in shaping social media strategy, blogs and link back guidelines

Longer Phrases = Higher ConversionsLonger Phrases = Higher Conversions

This peaks at 4 words per phrase

DoubleClick and comScore found that the majority of clicks on searches came from generic searches- not brand names.

One Optimized Phrase Packs a PunchOne Optimized Phrase Packs a Punch

Multiplier effect happens Targeting one 3+

keyword phrase can improve several related terms

Global site edits for primary terms improve rankings for secondary sets of terms

Still requires consistent maintenance

Optimize Off-Page ReferralsOptimize Off-Page Referrals Various streams of traffic

help referrer traffic to website.

Optimize the process to boost quality of link back and page rank.

Listen to social community for new long-tail keyword phrases.

Listen for branding, feedback, ideas and PR pulse.

Understand profile oftarget audience and how they like to engage and with what media.

Maintenance Pays Off for Ongoing Maintenance Pays Off for Ongoing Long Term SuccessLong Term Success

QualificationsQualifications 45+ years of combined experience Google Analytics Certified Search Engine Workshop Certified UBC Award of Achievement in Web Analytics Certified by Market Motive for Online PR eMarketing Talk Show co-host, podcaster with leading

SEO experts Up to date on latest tactics, strategy, technology, etc. Relationships with search engines themselves and

other gurus in industry

Let us know if we can Let us know if we can help…help…

Brooke SpilbergSenior Search Marketing StrategistB Line Marketing800-356-4319 x12brooke@blinemarketing.com