search engine for finance and banking syndacast

Effectively Driving Search Engine Marketing

Advanced Digital Marketing Strategy for FMCG and Financial Services

27 March 2014

ABOUT ME

Search is not just for online retailers; it’s for every business

More than $1.1 trillion of retail sales in 2011 were “Web influenced” versus $173 billion of actual online sales. This is especially true for considered purchases such as autos, financial services, education, furniture, and etc. Reference : Forrester Research estimates

A study conducted by Think Finance,

with support from Google, found that

42% of consumers who purchased

financial services researched them exclusively online.

That means they did not make any phone calls to speak to a live person. A significant stat for bank marketing and search.

Your website may be gorgeous, but you’re leaving money on the table if you don’t also have a savvy search engine strategy.

Image Source : searchenginejournal.com

REASONS…..

Inbound leads ( Internet Form Submission)

costs 61% lower than Outbound leads ( Cold Calls, Direct mails )

Source : searchenginejournal.com

Inbound leads have 14.6% Close rate while Outbound leads have 1.7% Close rate.

Source : searchenginejournal.com

Search Engine Marketing is

Demand Harvesting

Much easier than demand creation with faster sales cycle as you don’t need to convince the buyers. Only need to be easier to find. Catch the demand with attractive engaging content.

Add Search Marketing to your Marketing Mix

Reference : infographicbsb.com

“where would someone seek my product category?” 20years ago the most obvious answer would have been the yellow pages,

but today it’s………………………………………..

5 TRENDS in Modern Search Marketing

Search means more than Google

Local and Mobile search will explode.

Integrated SEM and SEO boost overall search

Getting search right means getting social right

Content Marketing & User Experience is most important

Search means more than Google

Credit : www.weidert.com released on Jan 2013

Local and Mobile search will explode.

Credit : www.seoexpertusa.org

Prediction : Mobile Internet users would surpass desktop users in 2014.

SEM

Local Results

SERP for “ธนาคาร กรงุศร”ี

SEM

Local Results

Local results will always be on first page

Local Results

SERP for “Restaurant near me”

Local results will always be on first page

SERP for “12 Years a Slave” which is a movie name

Google will display the next showtime ( within next hours) at nearest theatre ( with map) on the top position. Then reviews, Youtube Teaser, Wikipedia. Then webpage which has matching keywords will be ranked after

Hummingbird, new algorithm launched Sep 26, 2013

moves the emphasis of search from results to answers

Hummingbird

will greatly consider question words like how, why, where and when

in search phrases, in addition to content keywords

Integrated SEM and SEO boost overall search

Credit : www.amplify-interactive.com

click through rates, conversion rates and revenue are all higher when organic and paid listings appear together for a given search.

Getting search right means getting social right

Getting search right means getting social right

Credit : www.searchmetrics.com released on 2013

Content Marketing is the new black

Content rich sites tend to get more back links and social traffic, which helps them rank better and generate more traffic overall

Credit : www.quicksprout.com

Make Traffic Counts !

Not only is spending a portion of your marketing budget on search marketing and landing pages beneficial to your bottom line,

conversion optimization will also help reduce your Cost Per Acquisition (CPA)

CONVERSION OPTIMIZATION

Conversion Optimization Strategy for generating leads / customers

Make sure it’s easy to apply

Focus on page speed since latency kills conversion rate

Add “Call to Action” Button upfront and on key product pages

Big, benefit-driven headlines

Uses branded application URL to make applicants feel safe

Test, Optimize, Rinse, Repeat...

CASE STUDIES

This case study looks at how Landmark Bank over the period of one year in 2012 was able to improve organic search (SEO) traffic on its website, that also helped improve its paid search (SEM) performance and enhancements conversion rate to 30%

Source: www.marketingsherpa.com

CHALLENGE

Landmark Bank serves both consumer and business audiences, but faced a B2C marketing issue with search engine optimization (SEO) on its website. The actual site architecture was split into more than one entity, and the overall website experience just did not function properly from an SEO perspective.

CAMPAIGN

Landmark Bank’s marketing team took a very methodical approach to correcting the existing problems and then improving its SEO for organic and paid search over the course of a year. This program remains an ongoing effort at Landmark Bank.

Step 1. Performed a website analysis

Step 2. Created an SEO road map

Shows strengths and weaknesses to Improve SEO

Step 3. Performed keyword research

Keywords and phrases were researched that would drive traffic to and conversions

Keywords were optimized for:

• Competition

• Search volume

• Relevancy

Step 4. Fixed the website structural issues

Those initial problems to be addressed included:

• Indexing issues on redirects

• The domain problem with "www" versus "non www"

• Metatag issues

• Step 5. Optimized website content • Mapping out and prioritizing each page • Utilizing the keyword research into each webpage. • This optimization helped Landmark Bank achieve strong positioning on the search

engine results page

• Step 6. Begin link building • Site structure fixed + content optimized • Building links to the site that includes libraries and community theatre websites. They

provide Landmark Bank with reciprocal links, and also offer Landmark Bank’s customers a resource for local information.

• Step 7 Used the SEO research to improve PPC efforts

Landmark Bank launched its revamped PPC effort after it started the SEO work, but the two efforts were executed simultaneously last year once the paid search campaign began.

• Step 8 Used the social media channel to enhance the entire effort • Link specific pages on the website in tweets and Facebook posts • Utilized LinkedIn • Developed an active YouTube site

RESULTS Organic traffic went up by 30% month-over-month and Paid traffic went up

more than 360%

Positioning of Landmark showed great improvements

Lower Cost Per Click

Increased number of visits to the website

The PPC campaign also produced these results:

64% decrease in costs over the paid search before beginning the SEO program

175% increase in average paid search positioning (This metric was determined by looking at the average position of the ads and calculating the variance of baseline average position against current standings)

Source: www.marketingsherpa.com

Have you activated Search Engine Campaign ? Have you optimized for better result ? Have you monitor growth of ROI ? Start now. Question & Answer

THANK YOU

www.syndacast.com

E : Wolfgang.j@syndacast.com

W : WolfgangJagel.com