This session was presented to business consultants at SEDA South Africa as part of a three-day digital marketing program hosted by http://imcsa.org.za It provides an understanding of what SEO and SEM is and how important they are in the digital marketing landscape today. You may be surprised by the search engine market share in South Africa.

2. SEARCH ENGINE
OPTIMISATION (SEO)
SEARCH ENGINE
MARKETING (SEM)

3. • WEB DESIGN, DEVELOPMENT &
ASSESSMENT
• SEARCH ENGINE OPTIMISATION
(SEO)
• SOCIAL MEDIA MARKETING (SMM)
• CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)
• ECOMMERCE SALES PROCESS
AUTOMATION
INTRODUCTION INTRODUCTION
ONLINE BUSINESS
MARKETING
Riaan Odendaal

4. INTRODUCTION TOPICS
• SEARCH ENGINE OPTIMISATION
(SEO)
• SEARCH ENGINE MARKETING (SEM)

5. SEARCH ENGINE
OPTIMISATION (SEO)

6. DIGITAL STRATEGY
ORGANIC SEO
Organic SEO (search engine optimization) is the
used to describe processes to obtain a natural
placement on organic search engine results pages
(SERPs).
SEM - PPC
PPC stands for pay-per-click, a model of internet
marketing in which advertisers pay a fee each time
of their ads is clicked.
CONTENT MARKETING
Content marketing is a strategic marketing approach
focused on creating and distributing valuable,
and consistent content.

7. STATISTICS TO CONSIDER - GLOBAL

8. STATISTICS TO CONSIDER - LOCAL

9. 93%
of the online
experiences begin
with a search engine
75%
of users never click
past the first page of
search results
driver of traffic to
content sites is
search
of the links users
click on Search
are Organic
STATISTICS TO CONSIDER
75%
#1
70%

10. Industry Authority:
As your website rankings increase, you become the authority in your industry
online. Organic SEO levels the playing field between competitors online.
ORGANIC SEO BENEFITS
Cost Effective:
Unlike paid ads (PPC), you are not paying for each click you receive from
Search Engines. Organic/Local SEO targets users who are already looking for
your products or services online.
Long Term Results:
The effects of Organic SEO are long-term. Over time, as your rankings in the
search engines increase, the traffic to your website becomes solidified.

11. SEO PROCESS
- SEO is a continuous
process
- Allocate resources and
budget
- Be consistent

12. KEY METRICS

13. 93%
75%
Through the five-phase methodology, you maximize the potential of your website
as a business tool, build your brand reputation and establish your name as the
leader in your industry.
SEO METHODOLOGY
PHASE 1 PHASE 2 PHASE 3 PHASE 4 PHASE 5
Site
Assessment
Campaign
Roadmap
On-Page
SEO
Off-Page
SEO
Reporting &
Analytics

14. ESSENTIAL TOOLS - FREE

15. WEBSITE ASSESMENT
A large variety of PAID and FREE
toolsets are available for website
assessments/audits
• DETERMINE WHERE YOU ARE
• SET GOALS
• IMPLEMENT CHANGES
• MONITOR /EVALUATE
• REPEAT

16. KEY ASSESSMENT CATEGORIES
• SEO
• PERFORMANCE
• SECURITY
• USEABILITY

17. WHAT WORKS?
Quality Content
High quality content written through topic
modelling.
Quality Links
Genuine website endorsements & quality
citations.
Industry Standards & Best Practices
Stay up to date with Google’s Webmaster
Guidelines.
Google Penalty Proof:
Only use white hat tactics.

18. PAY-PER-CLICK
SEARCH ENGINE
MARKETING (SEM)

19. PAY PER CLICK OR SEO?

20. • Search Engine Marketing
• Intent- Driven
• Only pay for results (in this
case, clicks)
PAY-PER-CLICK

21. PAY-PER-CLICK SEO
Paid Results Organic Results
Immediate Results Consistent Results
Short-term Long-term
PAY-PER-CLICK OR SEO?

22. PPC
PAY-PER-CLICK OR
SEO?

23. PAY-PER-CLICK OR SEO?
LCAL SEOLOCAL SEO 0ORGANIC SEO

24. In-Map Ads
Reach customers looking for your business on Google Maps.
PAY-PER-CLICK
IN- MAP ADS ON DESKTOP VIEW IN- MAP ADS ON MOBILE VIEW

25. Improve Visibility And Add Value To
Your Ads
TWO KINDS OF AD
EXTENSIONS
PAY-PER-CLICK AD EXTENSIONS
Desktop Mobile

26. Sitelink Extension
Shows links to specific pages on your
website, providing customers with quick
access to what they’re looking for.
How It Benefits Your Business
DESKTOP PAY-PER-CLICK
EXTENSIONS
• Adds credibility to your business
• Entices your customers to click on your ads
• Serves as a vouch for your business
reputation

27. Location Extension
Shows your business address, phone number,
and a map marker with your ad text.
How It Benefits Your Business
DESKTOP PAY-PER-CLICK
EXTENSIONS
• Helps people find your exact business location.
• Drives more foot traffic.
• Provides customers with more detailed information
about your business.

28. Review Extension
Shows positive reviews from reputable
third-party sources.
How It Benefits Your Business
DESKTOP PAY-PER-CLICK
EXTENSIONS
• Provides you with more ways to convert
customers
• Makes your ads stand out on the Google
Search Network than those without this
• Direct customers to specific pages on your
site.

29. App Extension
Allows you to link your mobile or tablet app
by showing a link to your app below your text
ad.
How It Benefits Your Business
DESKTOP PAY-PER-CLICK
EXTENSIONS
• Encourages more customers to
download your app
• Link corresponds to the type of device
your customers are using

30. Seller Ratings
Shows a combination of information and
reviews next to your ads and primarily
reflects the customers' overall consumer
experience with your business.
How It Benefits Your Business
DESKTOP PAY-PER-CLICK
EXTENSIONS
• Connects customers with reviews from
seller ratings websites and reputable
sources
• Helps your business drive quality leads
• Increases your ad performance on the
Google Search Network

31. Location with directions
On mobile, Location includes a link with
directions to your business.
How It Benefits Your Business:
MOBILE PAY-PER-CLICK
EXTENSIONS
• Makes it easier for customers to locate and
get to your business
• Makes your ads stand out on the Google
Search Network

32. • Exposure from PPC and
SEO means better
brand visibility in search
results.
• Keyword Data from PPC
can be used to leverage
SEO campaigns.
• What works for PPC,
may work for your SEO
strategy.
PPC + SEO =
RANKING
SUPREMACY

33. • Measurable
Results
• Cost-Effective
• Quick turnaround
time.
PPC FOR SMALL
BUSINESSES

34. Riaan Odendaal
riaan@onlinebusinessmarketing.co
THANK YOU!
Q & A