Understanding the Key elements of online marketing that get your company found on the web.

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SEARCH ENGINE MARKETING
&
ENTERPRISE VIDEO
UNDERSTANDING THE KEY
ELEMENTS OF ONLINE MARKETING
THAT GET YOUR COMPANY FOUND
ON THE WEB

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Today, more than 50% of People are
Searching for Businesses Online!
Fast Fact…

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Presentation Objectives
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Focus on dynamic marketing elements:
o Search Engine Optimization
 Definition of SEO
 Benefits (& Limitations) of SEO
 Who Benefits from SEO?
o Search Engine Marketing
 What is Pay-Per-Click?
 The Reach of PPC
 SEO & PPC – Balanced Approach
You will gain a better understanding of the key differences
between SEO and PPC and be able to determine the value of
each in relation to your business’ marketing goals.
Keys
Take Notes
Research

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About Jim Gibson
o Veteran Entrepreneur
o Digital Marketing Professional
o Certified SEM, SEO, Social Media
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Areas of Expertise:
o Search Engine Marketing (SEM)
o Search Engine Optimization (SEO)
o Social Media Optimization (SMO)
o Cause Marketing
o Online Community Development
o Company/User Reputation Management
o User Generated Content (UGC) Management
Certified Search Engine
Marketing Professional

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Online Marketing 101
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SEO (Search Engine
Optimization): strategies and tactics
undertaken to influence the organic
rankings of web pages in the search
engines.
PPC (Pay Per Click): Search
Engine Marketing technique used
to promote websites by increasing
their visibility in search engine
result pages (SERPs) through the
use of paid placement, contextual
advertising, and paid inclusion.

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The Golden Pyramid
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SEO
There is no mystery when it comes to marketing your business online.
And, there’s no such thing as overnight success!
Content
Architecture
Links

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SEO is DEAD!
Hard to Believe, but…

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Trouble in River City
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New Sherriff in Town
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Links have become “Likes”
Meta Tags have become “Hash-tags”
Relevance = “Reviews”

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More Content, More Places=More Customers!
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The Future of SEO
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SEO Today
Unpredictable
Contrived
Manipulated
Ultimate Authority
Likes
Reviews
Mentions
Subjective
Keywords
Links
Content
SEO Future
Managed
Relevant
Authentic

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The Future of SEO is Here
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Pros & Cons of SEO
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Pros Cons
No Direct Click Charges Limited Search Coverage
Considered Free Exposure Time Consuming
Ultimate Relevance No Guarantee Where you
Show up
Rewards Good Business
Practice
Complex, Hard to
Control/Predict
Promotes Transparency Resource Consuming
Who Should Use SEO?

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The Buying Funnel
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PPC Casts a Wider Net
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Why PPC?
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Advantages of PPC
Instant/Broadest Visibility
Performance Based Cost
Precise Keyword Targeting
Real-Time Tracking &
Adjustment
Landing Page Control
Geographic Targeting (Uber
Local)
Set Your Own Budget
Control When Ads are Seen
Levels the Playing Field

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Summary – Balanced Approach
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SEO/WPM PPC