Can you afford not to be found?

Search Engines:Your Global Virtual

Sales ForceAIM DigitalRichmond, VAApril 17, 2008

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How many computers are there?

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Success: Navigate the seasAnalog World

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2007: Navigate the NetDigital World

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Your customer has changedSE: the operating system of the web Dramatic consequences of a global behavioral change: a fast searchboxWeb sites that are not visible for

the SEs are rendered invisible for potential (and sometimes current…) customers.Your #1Interface: SERPs.

Your SERPs will act as your most cost effective marketing channel: spiders will drive targeted customers as they search for your products /services. Both B2B&B2C.

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The Result: “Byte-size” wisdom Direct Marketing “on steroids”: replacing classifieds, yellow pages. The engines simplify your life and biz.

Attention is the scarcity / messaging clutter. Multi-tasking reality. UCLA experiment: workers’ attention span is 3 minutes.

When searching for information, only the top 30 placements matter on the search results pages (90% of traffic). Those on the top are perceived to be leaders (36%).

Motto: “Give people what they want, when they need it.” Low-hanging fruits from a sales perspective. Self-qualifying leads. “Reverse broadcast” model. They contact you in the moment of need. It is free. The most accountable game in town.

Search engines became the driver of global on- and offline commerce: it works for all participants.

Source: Online Mediapost; iProspect research,

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Search result #2,123,298A website on the bottom of search results

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Search results: your IQYou have a choice

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Presentation AgendaSearch engines as your virtual global sales force

Context we live in: SEO -best marketing action (after a face to face meeting*)

The Basics Search Engine Optimization (SEO) Pay Per Click Marketing (PPC, SEM, CPC,

sponsored links, search engine advertising) The web from a marketing standpoint

• No search: no marketing. “Advertorial age”. Personalization. Post-advertising.

•Source: Omniture White Paper

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The Web from a

marketing standpoint:Performanc

e

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Marketers are ceding control to Customers

“Consumer-initiated marketing" on the consumers' timeline, not the advertisers'.

• The corporate Web site is less relevant than it used to be / member-created content

• Brands are built as a dialogue: Consumers create a brand, not ad agencies

• Reverse Broadcasting: marketing is on defense Personalization. Post-advertising.

Attention erosion. Fragmentation. • Decisions are made about you and your

products before the Web site is even visited

•Source: Omniture White Paper

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Web 1.0: Read only Web 2.0: Read & Write culture

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•One-Way Dialogue

•Inward – looking

• Passive vs.

• Two-way conversations

• Community: service

• Talking about what they love (or don’t)

•Optimize content created for communities

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What is a SE? – a databaseBrain Function of the webThe history of Google: a copy of the Net Crawler (Spider, bot)

Visits visible webpages Follows links Determines relevance of pages as

it copies them Index

Hierarchy of results, based on relevance

Algorithm The dynamic “engine” of results This is how SEs compete

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Most important activity online (#1email?) "Part of having a say is letting people find what you say"

33%

34%

36%

38%

41%

45%

46%

46%

46%

48%

52%

52%

52%

55%

59%

62%

81%

93%

0% 20% 40% 60% 80% 100%

Viewed classifieds about jobs

Paid bill online

Conducted online personal banking

Downloaded free software

Chatted online

Investigated travel arrangements

Visited the Web site about health

Visited a directory site to find addresses or phone numbers

Visited the online version of a newspaper

Viewed a bill or statement online

Sent electronic greeting/post cards

Instant messaged

Participated in contests or sweepstakes

Got the daily news

Info on local events, restaurants, maps or traffic

Google alone: 37 billion searches / month.

• Search is the #2 application (?) on the web; #3 is research.

•20-25% of searches: local.

•50+% of visitors: International!

•Only 30 - 50% of results are “relevant”: An opportunity!

• Search is the #2 application (?) on the web; #3 is research.

•20-25% of searches: local.

•50+% of visitors: International!

•Only 30 - 50% of results are “relevant”: An opportunity!

Received and sent e-mailUsed a search engine

Researched products and services

•Source: Google / Yahoo Research, Pew Internet & American Life. comScore Media Metrix

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How 70-87% of clicks are deliveredNatural, organic, editorial and commercial- advertising links 60% of the users are unaware of the distinction. Search accounts for 49% of online purchases.

Advertisements

Organic,

natural results

Source: Mediapost / Jupiter Research; ROI Research

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To be (found) or not to be (found)?Our company has a website, because..? – E-brochuresYou build it and they will come? Lead Generation

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Your #1 Marketing Channel

Search Engine Optimization:

How to utilize what we learned?

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Search Engine Optimization The most powerful marketing tool: editorialThird party validation -Your

Goal Increase your Revenues, utilizing the

web as your most targeted sales channel.

Lower Customer Acquisition Costs.

Increase Highly-Targeted Site Traffic.

Increase Purchase/Conversion Ratios.

Increase Web Visibility and Online Brand Recognition.

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What is Search Engine Optimization? “Organic”

links Status quo baseline report sets the groundwork

for the campaign. It allows a reference point for results reporting.

Extensive keyword analysis via a suite of keyword analytical tools – mission critical.

Page Level Optimization involves creating unique, keyword rich html tags and titles designed to increase keyword relevance. Designed for optimal results while

minimizing the risk of violating major search engine rules.

It is done by techies sitting in dark rooms: marketers speak a different language. It is an opportunity to dominate!

The rules of engagement are dictated by the search engines. Don’t break those rules: the penalty is huge. BMW.de!

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Typical optimization experience Your keyword space is ripe for you to dominate

Migration of hundreds of keywords to top 30 positions on the web’s major search engines.

10x, or greater, increase in Search Engine derived traffic.

Increased purchase / conversion ratios. ROI Focused Efforts = Increased

Revenues. Recession-resistant marketing

”A gift that keeps on giving”.

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Your #2 Marketing Channel

Pay Per Click AdvertisingHow to maximize search

dominance?

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Dominant trend: Search Related AdsCommercially available results next to the natural ones – 1 out of 6 referrals comes from ads

Advertisements

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PPC Marketing: 95% Google, 60% Yahoo Buying and managing advertising links

Crossroads of Brand Communication and Direct Marketing.

Second best ROI (industry specific). Advantage: it is immediate. Bidding process can be much less

expensive when done with experience (Dutch auctions, game theory to maximize returns).

Testing is important: Dynamic titles, multiple creatives.

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Compare SEO to PPC Dynamic balance should be our goal

SEOFree, unpredictable, unbiased, difficult to achieve.•PROS•Low costs (although front loaded).•Results are more visible and more relevant.•Trusted, independently verified, unbiased by an objective third-party.•Provides a steady stream of traffic over time. •One time costs are frontloaded; once pages are optimized for organic search, low ongoing maintenance fees make it cost-efficient.

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Compare SEO to PPC Dynamic balance should be our goal

CONS It is difficult to do. Engine

requirements can be at odds with site design and architecture.

Organic results can be unfocused.

No control over specifics (which terms, how well they get ranked).

Relatively low control over your listing copy. Longer time horizon.

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Compare SEO to PPC (Continued)

The most misunderstood channel - PPC

PPCControlled, planned, every click costs money.

•PROS•Easy to do if you are willing to bid high.•Allows planning traffic = sales forecast using appropriate metrics.•Opportunity for short term sales campaigns, promotional fares etc. •Can boost traffic significantly on a short notice.•Completely customized creative to meet the needs of users.

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Compare SEO to PPC (Continued)

Pay for every click – and quadruple sales CONS

• It can be expensive (varies from moderate to high costs).

•Certain segments of online audience are not excited about commercial messages.

•Click fraud (1 to 30%). Issue or non-issue?

•Trojan programs imitating legitimate Google ads on sites.

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Go International! 750Mn+ people 95% of the web: 61 billion searches/ month*

*Source: Comscore

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Use the internet for what it was invented for:

reach people throughout the world Google currently supports more than 40

languages in nearly 200 countries for keyword targeted campaigns.

Hebrew Hindi Hungarian Icelandic Indonesian Latvian Polish Portuguese Romanian Russian Serbian Slovak Slovenian Tagalog Turkish Ukrainian Urdu Vietnamese

English Chinese (simplified) Chinese (traditional) Danish Dutch Finnish French German Italian Japanese Korean Norwegian Spanish Swedish Arabic Bulgarian Catalan Croatian Czech Danish Estonian Greek

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Google has biggest slice of the pie Referral market in 2007

Internationally, there are usually 3 – 4 players on

each market (home grown

and US based).

China: still early in the

cycle: Hong Kong:

more like the US.

Internationally, there are usually 3 – 4 players on

each market (home grown

and US based).

China: still early in the

cycle: Hong Kong:

more like the US.

MSN 11%

Other14%

AOL 5%

Google67%

Yahoo17%

Source: Nielsen Net Ratings

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The Online Marketing PyramidTraditional mktg: lower ROI / Measurement e

•Search Engine Search Engine OptimizationOptimization

•Pay Per Pay Per Click AdsClick Ads

•BehaviorBehavioralal

• EmailEmail

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Your website on top……of the SE results

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Disruptive TechnologyExplosive results

Compound Annual Growth

Rate = 37 %2010

Online Reputation Management

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Thank you for your attentionContact information Laszlo Horvathlaszlo@activemedia.com Skype: Calllaszlo+1.703.757.9195