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Search Engine Marketing

Search Engine Marketing. iBRANDZ Search Engine Marketing Consultants 41 Shepherd Road, Halifax, Nova Scotia, Canada, B3P 2K6 V: 902.223.0516 f: 902.477.3615 url: www.ibrandz.ca , e seo@ibrandz.ca. Search Engine Marketing Benefits.

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Search Engine Marketing

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  1. Search Engine Marketing iBRANDZSearch Engine Marketing Consultants 41 Shepherd Road, Halifax, Nova Scotia, Canada, B3P 2K6 V: 902.223.0516 f: 902.477.3615 url: www.ibrandz.ca, e seo@ibrandz.ca

  2. Search Engine Marketing Benefits • Search engines represent a very unique medium, which allows you to precisely target an interested audience. • In other media, the audience is looking at something, and your advertisement is a distraction. • Searchers are looking for something, and are far more likely to respond to an appropriately targeted offer.

  3. Search Engine Marketing Options • Search Engine Optimization (SEO): Optimizing the content of your website to appear on the free side of search engine results. • Pay Per Click (PPC): Cost-Per-Action advertising targeting the “sponsored listings” on search engine results. • Blended Strategy / Search Engine Marketing: Utilizing both SEO and PPC to maximize your exposure to search engine users.

  4. Search Engine Optimization - Pros • Leverage your site’s natural advantages – content, popularity, linking relationships • Can deliver substantial benefits at a very low cost, especially for a “content rich” site • Requires minimal ongoing activity for most sites • Initial investment in SEO can pay off for years to come

  5. Search Engine Optimization - Cons • SEO influences, but does not control, the search engine results - there are no guarantees. • Delayed results - after the initial SEO effort, expect to wait at least 2-3 months for significant traffic. • Risk of becoming overly dependent on “free” traffic, because results are variable over time. • Some modifications to site are required; extent of changes dependent on many factors. A professional iBrandz consultant can help find the best path to results and ROI. • Poorly executed SEO campaigns can lead to search engine penalties and long term harm to the organization’s online presence.

  6. Pay Per Click Advertising - Pros • Predictability - maintain control of costs, operate under a fixed or variable budget, adjust investment seasonally. • Immediate and predictable results - start advertising today, get traffic today. For the most part, the PPC advertiser can control where their site appears in search results. • Geo-targeting: the ability to restrict advertising to local markets, or deliver different ads to different geographic regions. • Tracking ROI is relatively easy. Feedback from PPC campaign results drives ROI higher over time, and can even help with SEO strategy. • With a well designed site already in place, minimal “on site” changes are required - just add landing pages.

  7. Pay Per Click Advertising - Cons • ROI is heavily dependent on the Website’s ability to convert traffic into sales. • Requires an ongoing commitment to measuring, managing, and refining the campaign. • Traffic can be brought in immediately, but optimizing and refining a campaign can take months. • Depending on the scope of the campaign, developing creatives (ad copy and headlines) can be expensive. • PPC may be far more expensive than SEO, although effective PPC campaigns can actually cost less.

  8. Why Hire A Professional? • Thorough assessment of business needs and current state. • iBrandz SEO professionals can help determine the most cost-effective methods of making needed site modifications. • Professional PPC campaign management can greatly increase ROI, and reduce startup costs. • Focus: Is search engine marketing really your core business?

  9. Search Engine Marketing Process • Stage 1: Business Assessment • Stage 2: Keyword Strategy • Stage 3: Pay-Per-Click • Stage 4: Website Optimization • Stage 5: Link Building • Stage 6: Tracking and Refinement

  10. Business Assessment • Key Business Issues • Establish Business Goals • Identify Key Players • Examine Current Metrics • Conduct Site Review • Keyword Brainstorming

  11. Keyword Strategy • Search Term Discovery • Keyword Metrics • Assess Relevance • Search Term Selection • Establish Priorities • Determine Methods

  12. Pay Per Click • Initial Keyword Strategy • Develop Ad Copy and Headlines • Testing Phase • Add Negative Matching • Add Exact Matching • Track and Refine

  13. Website Optimization • Map Keywords to Content • Site Structure and Organization • Modify Page Templates • SEO Copywriting and Rewrites • Optimize Internal Links • Set Up Tracking System

  14. Link Building • Keyword Strategy Review • Directory Submissions • Press Releases • Link Partnerships • Link-Based Advertising • Affiliate Program

  15. Tracking & Refinement • For SEO, Begin at 2 months • For PPC, From Day 1 • Identify Key Search Terms • Identify Performance Gaps • Cost-Benefit Analysis • Refine Strategy

  16. Thank You For Your Time iBRANDZSearch Engine Marketing Consultants 41 Shepherd Road, Halifax, Nova Scotia, Canada, B3P 2K6 V: 902.223.0516 f: 902.477.3615 url: www.ibrandz.ca, e seo@ibrandz.ca

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