seo & sem: how to increase your online traffic using both

© 2011 ReachLocal, Inc.

SEO & SEMHow To Increase Your Online Traffic

Using Both

Presented by Sheena ShiveNational Program Manager, Multifamily

© 2011 ReachLocal, Inc.

About ReachLocal

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Agenda

• What is SEO & SEM (PPC)• What are the main differences?• Which is right for you?• How SEO & SEM work together• Web Presence Optimization• Scenarios & Examples • Questions

© 2011 ReachLocal, Inc.

Search Engine Facts

89% of U.S. Internet users use search engines. Source: Pew Internet & American Life Project  63% of consumers turn to the Internet first when looking for local products or services, 82% of them cited search as the most commonly used search tool, 41% use local “geographic modifiers” with search engines. Source: Nielsen Online Search engines are now the #1 resource used by consumers looking for products and services from local businesses.Source: Nielsen Online 82% of Local Searchers follow up offline via an in-store visit, phone call, or purchase, emphasizing the importance for marketers to integrate their on-and offline information. Of these 61% made purchases.Source: comScore / TMP Directional Marketing Online advertising drives $6 of in-store revenue for every $1 online.Source: Yahoo! & comScore, “Research Online, Buy Offline”  When purchasing a product or service from a local business which of the following would you look to for information- 74% use search engines.Source: Nielsen Online

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Search Engine Optimization (SEO)

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Search Engine Optimization (SEO)

SEO is the process of improving the visibility of a website or a web page in search engines via the “natural” or “organic” search results. In general, the earlier (or higher ranked on the search results page) and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users.

Source: Wikipedia, the free encyclopedia

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Search Engine Optimization (SEO)

Natural “Organic Listings”

• The “free” listings that Google shows to users

• Results appear because of their relevance to the search terms being used

• The search engines use constantly evolving algorithms to determine organic website rankings

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SEM - Pay Per Click (PPC)

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Search Engine Marketing (SEM) PPC

• Pay Per Click (PPC) is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (search engine) when the ad is clicked. Advertisers typically bid on keyword phrases relevant to their products/services & target market.

Source: Wikipedia, the free encyclopedia

© 2011 ReachLocal, Inc.

Pay Per Click

• Paid listings appear on the top and right hand section of the search results page

• Listings are charged on a per click basis, meaning you are only charged when a searcher clicks on your listing

• Guaranteed placement

Search Engine Marketing (SEM) PPC

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SEO vs. SEM

SEO

• Lack of granular controls

• Organic listings have to be optimized throughout time and can take 4-6 months to produce

• Most effective when targeting between 4-6 key words

• Can be expensive and labor intensive up front, but over time cost efficient

• Placement is not guaranteed across the search engines organic results and algorithms subject to change

• Data can help inform SEM efforts

SEM (PPC)

• Complete control

• PPC results are instantaneous (although take time to optimize)

• Can guarantee visibility for 1000+ key words

• Pay-to-play

• Guaranteed placement

• Data can help inform SEO efforts

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How has traditional SEO & SEM evolved?

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Web Presence Optimization (WPO)

The evolution of traditional SEO and SEM is called Web Presence Optimization (WPO) and integrates traditional SEO methods along with SEM/PPC, content marketing, social media, and online reputation management, in order to help gain visibility across all the emerging online content channels that can represent a business or brand.

© 2011 ReachLocal, Inc.

Web Presence Optimization (WPO)• WPO helps your properties get discovered by consumers across the web• Placements can include search engines, blogs, review sites, local listings and

social sites like Facebook, YouTube & Twitter• Robust WPO will help you “dominate the real estate” on the search engine results

pages for your properties

Site & Blogs

Search Engines

Directories

Content Sites

Social

Location-based Services

Reviews & Reco’s

Deals

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Bus. A

Official Site

Bus. B

Company Site

Official Site

Web Presence = Owning More Shelf Space

One Way to be Found

Many Ways to be Found

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How SEO & SEM Integrate

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How SEM and SEO Work Together to Create Incremental Traffic

Visitors

Time

PAID +

ORGANIC

ORGANIC

• Having both paid and organic listings have proven to increase the total amount of traffic by as much as 60-80%

• PPC typically drives a high volume of first time visitors (generic searches), and your organic listing is often the last click prior to a contact (branded searches)

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Google Case Study

Search Ads Pause Video

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Google Case Study

• Studies showed how the number of organic clicks change when search ad campaigns are turned off

• Results revealed that over 89% of the ads clicks are incremental, meaning that the visits to the advertiser’s site would not have occurred w/out the ad campaigns

• The increase is dependent on factors such as existing organic search results ranking and how similar the paid and organic listings are to each other

© 2011 ReachLocal, Inc.

ExamplesSEO & PPC

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Example: Website focused on both SEO & PPC

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Metrics: Website focused on both SEO & PPC • Organic Traffic in 30 days created 658 visits • PPC Traffic in 30 days created 1,177 visits• 92% of PPC traffic was new visits (first time visitors) to site and

organic drove 69.1% new vists

Top

KeywordsPay Per Click

Organic

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© 2011 ReachLocal, Inc.

Key Takeaways

• A holistic approach to SEO and SEM is recommended. Combining the two, along with content marketing & reputation management, will help you a create a comprehensive WPO program

• Having both SEO and SEM/PPC will incrementally increase the total amount of direct traffic to your site

• A well-run SEM/PPC campaign will drive a high volume of first time visitors directly to your site and generate awareness of your properties – this is the first, most crucial component in converting website visitors in to new residents, as the first click on your site will begin the engagement with a prospective new resident

© 2011 ReachLocal, Inc.

Questions?

Contact me for tips on SEO and PPC:

Sheena ShiveNational Program Manager Multifamily972.267.2222x120Sheena.shive@reachlocal.com

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