search engine for finance and banking syndacast
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Effectively Driving Search Engine Marketing
Advanced Digital Marketing Strategy for FMCG and Financial Services
27 March 2014
ABOUT ME
Search is not just for online retailers; it’s for every business
More than $1.1 trillion of retail sales in 2011 were “Web influenced” versus $173 billion of actual online sales. This is especially true for considered purchases such as autos, financial services, education, furniture, and etc. Reference : Forrester Research estimates
A study conducted by Think Finance,
with support from Google, found that
42% of consumers who purchased
financial services researched them exclusively online.
That means they did not make any phone calls to speak to a live person. A significant stat for bank marketing and search.
Your website may be gorgeous, but you’re leaving money on the table if you don’t also have a savvy search engine strategy.
Image Source : searchenginejournal.com
REASONS…..
Inbound leads ( Internet Form Submission)
costs 61% lower than Outbound leads ( Cold Calls, Direct mails )
Source : searchenginejournal.com
Inbound leads have 14.6% Close rate while Outbound leads have 1.7% Close rate.
Source : searchenginejournal.com
Search Engine Marketing is
Demand Harvesting
Much easier than demand creation with faster sales cycle as you don’t need to convince the buyers. Only need to be easier to find. Catch the demand with attractive engaging content.
Add Search Marketing to your Marketing Mix
Reference : infographicbsb.com
“where would someone seek my product category?” 20years ago the most obvious answer would have been the yellow pages,
but today it’s………………………………………..
5 TRENDS in Modern Search Marketing
Search means more than Google
Local and Mobile search will explode.
Integrated SEM and SEO boost overall search
Getting search right means getting social right
Content Marketing & User Experience is most important
Search means more than Google
Credit : www.weidert.com released on Jan 2013
Local and Mobile search will explode.
Credit : www.seoexpertusa.org
Prediction : Mobile Internet users would surpass desktop users in 2014.
SEM
Local Results
SERP for “ธนาคาร กรงุศร”ี
SEM
Local Results
Local results will always be on first page
Local Results
SERP for “Restaurant near me”
Local results will always be on first page
SERP for “12 Years a Slave” which is a movie name
Google will display the next showtime ( within next hours) at nearest theatre ( with map) on the top position. Then reviews, Youtube Teaser, Wikipedia. Then webpage which has matching keywords will be ranked after
Hummingbird, new algorithm launched Sep 26, 2013
moves the emphasis of search from results to answers
Hummingbird
will greatly consider question words like how, why, where and when
in search phrases, in addition to content keywords
Integrated SEM and SEO boost overall search
Credit : www.amplify-interactive.com
click through rates, conversion rates and revenue are all higher when organic and paid listings appear together for a given search.
Getting search right means getting social right
Getting search right means getting social right
Credit : www.searchmetrics.com released on 2013
Content Marketing is the new black
Content rich sites tend to get more back links and social traffic, which helps them rank better and generate more traffic overall
Credit : www.quicksprout.com
Make Traffic Counts !
Not only is spending a portion of your marketing budget on search marketing and landing pages beneficial to your bottom line,
conversion optimization will also help reduce your Cost Per Acquisition (CPA)
CONVERSION OPTIMIZATION
Conversion Optimization Strategy for generating leads / customers
Make sure it’s easy to apply
Focus on page speed since latency kills conversion rate
Add “Call to Action” Button upfront and on key product pages
Big, benefit-driven headlines
Uses branded application URL to make applicants feel safe
Test, Optimize, Rinse, Repeat...
CASE STUDIES
This case study looks at how Landmark Bank over the period of one year in 2012 was able to improve organic search (SEO) traffic on its website, that also helped improve its paid search (SEM) performance and enhancements conversion rate to 30%
Source: www.marketingsherpa.com
CHALLENGE
Landmark Bank serves both consumer and business audiences, but faced a B2C marketing issue with search engine optimization (SEO) on its website. The actual site architecture was split into more than one entity, and the overall website experience just did not function properly from an SEO perspective.
CAMPAIGN
Landmark Bank’s marketing team took a very methodical approach to correcting the existing problems and then improving its SEO for organic and paid search over the course of a year. This program remains an ongoing effort at Landmark Bank.
Step 1. Performed a website analysis
Step 2. Created an SEO road map
Shows strengths and weaknesses to Improve SEO
Step 3. Performed keyword research
Keywords and phrases were researched that would drive traffic to and conversions
Keywords were optimized for:
• Competition
• Search volume
• Relevancy
Step 4. Fixed the website structural issues
Those initial problems to be addressed included:
• Indexing issues on redirects
• The domain problem with "www" versus "non www"
• Metatag issues
• Step 5. Optimized website content • Mapping out and prioritizing each page • Utilizing the keyword research into each webpage. • This optimization helped Landmark Bank achieve strong positioning on the search
engine results page
• Step 6. Begin link building • Site structure fixed + content optimized • Building links to the site that includes libraries and community theatre websites. They
provide Landmark Bank with reciprocal links, and also offer Landmark Bank’s customers a resource for local information.
• Step 7 Used the SEO research to improve PPC efforts
Landmark Bank launched its revamped PPC effort after it started the SEO work, but the two efforts were executed simultaneously last year once the paid search campaign began.
• Step 8 Used the social media channel to enhance the entire effort • Link specific pages on the website in tweets and Facebook posts • Utilized LinkedIn • Developed an active YouTube site
RESULTS Organic traffic went up by 30% month-over-month and Paid traffic went up
more than 360%
Positioning of Landmark showed great improvements
Lower Cost Per Click
Increased number of visits to the website
The PPC campaign also produced these results:
64% decrease in costs over the paid search before beginning the SEO program
175% increase in average paid search positioning (This metric was determined by looking at the average position of the ads and calculating the variance of baseline average position against current standings)
Source: www.marketingsherpa.com
Have you activated Search Engine Campaign ? Have you optimized for better result ? Have you monitor growth of ROI ? Start now. Question & Answer
