Looking Ahead Part 2:Search Engine Marketing

Web 2.0The New Customer

Customers have a lot of choice: what to watch, where to get their media, and what brands to buy.

Consumers are blocking out ads and company messages

Because, they don’t care what we have to say, or

what we have to sell

Advertising messages

are seen as spam

Our messages aren’t aren’t getting through as they used to

Internet = User in Control

Who are these customers?

DemographicsYounger, higher income, educated

Age

18-44 85%

45+ 50%

Income

< $86,000 61%

$86,000+ 88%

Education

Secondary education only 49%

Post-secondary education 80%

Statistics Canada 2006

Time Spent Online Per Weekless than 1

hour

1-2 hours

5-8 hours

9-12 hours

13-24 hours

25 hours or more

don't know

Ipsos Reid 2005

Online Activities

0 10 20 30 40 50 60 70

Photo

Personal

Listened to Radio

Researched Courses, schools

Purchased a Product

Researched Courses, schools

Comparison shopped

Researched Trip

Online Banking

Ipsos Read 2006

The Opportunity for Business

• 43% of Canadian Adults have made a purchase online in the last 12 months

• $20.9 billion will be spent online by Canadian consumers in 2008

eMarketer 2008

Offline Shopping Influenced by the Internet

56 58 60 62 64 66 68 70

Appliances

Automobiles andaccessories

Furniture, homeand garden

Food &Groceries

(Canada, April 2006) J.C Williams

And we they are more connected then ever before…

Canada: Most Engaged Country Online

• 20.6 Million unique Internet Users in Canada

• Canada has 70% Online Penetration, the next closest country being the US at 60%

• Canadians also spent the most time online

• Comscore World Metrix (2007)

How do we reach these customers?

1) Go Where Our Customers Are

• Blogs

• Podcasts

• Social Networks

• File-sharing

• Microblogs

2) Help our Customers Find Us

• Canadians perform more than 85 million searches a day

• There are 22.4 million unique searchers and 2.8 Billion searches every month

• 78% of Canadians online will use Search Engines to research online and offline purchases

• 27% of those who researched product information online purchased online

Comscore Media Metrix (2007)

Key Demographic: Moms

• 2/3 of moms use Search after seeing an advertisement

• 76% spend more than 1 hour a day on the Internet. 36% spend more than 3 hours a day!

• 89% are online twice a day or more

• 86% feel that Search Engines are the best way to find information MSN

Canada has some of the most active Internet searchers on

the planet, yet Canadian marketers are slower than

their counterparts abroad to latch onto search.

Strategy Magazine 2008

The Opportunity for Business

• Sales

• Customer Service

• Ahead of our Competitors

• Cost Effective Marketing

Search Engine Marketing

Search Behaviour: Golden Triangle

Organic Ranking Visibility

• Rank 1 – 100%

• Rank 2 – 100%

• Rank 3 – 100%

• Rank 4 - 85%

• Rank 5 – 60%

• Rank 6 – 50%

Our Brain on Search

• The brain files what we know in different areas.

• Working memory has 3-7 slots, so we bring everything down to workable numbers

Search Behavour: Time

• Users Spend 10-12 Second the search page

• Area of Greatest Promise: – 1.5 Seconds are spent looking at the top left

side which is 20% of the time spent on the results page

Search Engine Marketing

O n -s ite T a gs C o nte n t In b ou nd L in ks

S E O

G oo g le Y a h o o! M S N

P a id P lace m e nt

S e a rch E ng in e M a rke ting

Why Search Marketing?

• Search Engine Marketing helps customers find us!

• Search Engine Marketing helps us reach potential buyers at an advanced stage of their buying decision

SEO

• SEO Considers how Search Engine “algorithms” work and what people search for.

• SEO efforts may involve a site's coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site.

How Search Works

Mysterious Search Algorithms

• Keyword Usage

• Domain Strength

• Inbound Links

• PageRank

the technical stuff

• Meta Description

• Meta Keywords

• Header Tags

• Alt-text (Images)

• Duplicate Content (301 Redirect)

Title Tags

Content

URLs

Inbound Links

Universal Search

Paid Placement

• Google

• Yahoo!

• MSN

Adwords

Pay-Per-Click

• Targeted

• Measurable

• Cost-effective

• Immediate

• Pay only when a prospect clicks

• Test Friendly

• Good for SEO

16% point increase in Brand Association when brand is in top sponsored and top organic results.

What you can do…

• Brainstorm keywords

• Write effective copy

• Internal Links within copy

• Encourage links to site

• Suggest Alt-text for images

• Stay-up-to-date with Search Marketing!

Next Steps

• Create Search Engine Optimized Websites for our sites!

• Build Marketing Campaigns with Online Marketing Components including Paid-Per-Click ads

• Measure everything!

For copies of Looking Ahead (part 1 or 2) email me

michellekostya at gmail dot com!