Search Engine Marketing and SEO - Setting Expectations

™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved.

SEARCH ENGINE MARKETING&

ENTERPRISE VIDEO

UNDERSTANDING THE KEY ELEMENTS OF ONLINE

MARKETING THAT GET YOUR COMPANY FOUND ON THE WEB

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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10

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

Fast Fact…

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Presentation Objectives

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 Entrepreneuro Digital Marketing Professionalo Certified SEM, SEO, Social Media

Areas of Expertise:

o Search Engine Marketing (SEM)o Search Engine Optimization (SEO)o Social Media Optimization (SMO)o Cause Marketingo Online Community Developmento Company/User Reputation Managemento User Generated Content (UGC) Management

Certified Search EngineMarketing Professional

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Online Marketing 101

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

SEO

PPC

WPM

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

Links have become “Likes”

Meta Tags have become “Hash-tags”

Relevance = “Reviews”

Mister, I hear ya ain’t as fast

as ya use ta be!

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More Content, More Places=More Customers!

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The Future of SEO

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

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?

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

SEO/WPM PPC

Search Engine Marketing and SEO - Setting Expectations

Technology

Transcript of Search Engine Marketing and SEO - Setting Expectations