2. Introduction
The search marketing landscape
Search trends, search ad spend
The role search plays in the online and offline
advertising world
Search engines in the marketing mix
Why participate in search engine marketing
3. The search marketing landscape
• Google is the #1 website visited by Australians
• Search Engines account for 11% market share
of total website visits
• More people use a search engine than
Facebook, news sites or online banks
Search Engines
Social Networking and Forums
News and Media
Shopping and Classifieds
April, 2005
April, 2008
Email Services
Portal Frontpages
Banks and Financial Institutions
Travel
0% 2% 4% 6% 8% 10% 12%
* Source: Hitwise Industry Share of Visits by Australian Internet Users, April 05 vs April 08
4. Search trends, search ad spend
Reach*
• Online Audience - 13.1 million
• 92% visit a search engine (12.1M)
• 88% of searches on Google
PWC: IAB Online Advertising Expenditure Report, March 09
5. Search trends, search ad spend
PWC: IAB Online Advertising Expenditure Report, March 09
8. How Search Engines Work
• At a simple level, a search engine result is made up of
three components working together.
1. Secret Algorithm to 2. A database that 3. A “spider”, “crawler”
determine the ranking stores the indexed or “robot” that
position of a page pages systematically searches
and indexes the web
9. Search Engine Optimisation
• To help our customer’s site rank high, we must
influence these components to our advantage.
• We refer to them as:
– On-Page Factors
– Off-Page Factors
10. On – Page Factors
On-Page Factors
You need to say the right things ….
Don’t leave it for others to work out!
14. Off – Page Factors
Off-Page Factors
We think you are great
Others need to feel the same
15. Links
All about
All about All about your
your business
your
business
business
Topically Links from highly
Relevant credible websites on
the same topic.
Topically relevant &
Highly Credible
17. Relevance to consumers
Relevance
• Being indexed only means you’re in the race
• There are more than X,000,000,000 other runners
…each one at the mercy of :
“Search
Query”
Matching process / Algorithm
ON page factors: OFF page factors:
* Body copy * Links from other websites
* Internal links
* etc
Source: Greenlight UK
21. SEO Snapshot
Search Engine Optimisation (SEO)
– Keyword strategy
» Selecting keywords to optimize for
– What do search engines look for at your site
» Copywriting for search engines
» Writing SEO-specific pages
» Frequent content changes
» Relevancy
• What do search engines look for outside your site
» Link building strategies
23. Why participate in search engine
marketing (SEM)
• Reach
– Access to ~80% of Internet users worldwide
• Cost
– Low costs for high ROI
– Pay Google when users click on your ads
• Timing
– Ads are seen by users looking to purchase
– Reach your audience at the right time, with the right message
• Flexibility
– Start advertising quickly
– Unlimited changes, whenever you want
– You can target ads to the specific location & language of your
customers
24. The role search plays in online and
offline advertising world
Tagged keyword of any media
directs viewers to Search
26. What key performance indicators (KPIs)
should search marketers consider?
When doing Search Engine Marketing there's
always a goal to look towards
Traffic
Sign ups
Rank #1
Increase the number of qualified visitors
Reduce cost of leads
