www.arinet.com improving online visibility for your business through search engine marketing welcome...
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www.arinet.com
Improving Online Visibility for Your Business Improving Online Visibility for Your Business Through Search Engine MarketingThrough Search Engine Marketing
Welcome NMMA Members & the Marine Industry!Welcome NMMA Members & the Marine Industry!
December 8, 2009
www.arinet.com
The Current State of Digital Advertising
Effectively Using SEO and SEM Marketing
Questions and Answers
Agenda
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Text Messaging Shorthand
0%
5%
10%
15%
20%
25%
30%
35%
40%
Newspapers Broadcast TV Radio Cable Internet
(- - - Recessions)
Media Revenue Share Trends
Sources: Bob Cohen/Universal McCann, Borrell Associates Inc.
First Ten Years of TV
First Ten Years of Internet
$15.2 billion in 2010 $14.3 billion in 2009
$12.7 billion in 2008 $8.7 billion in 2007
$5.6 billion 2006 $4.2 billion in 2005
$2.1 billion in 2004
Source: 2009 Borrell Associates
Local Online Advertising Growth
Reached $38 billion last year!
SOURCE: Borrell Associates
Has surpassed…
BillboardsMagazines
Yellow PagesRadio
2009 vs. 2014 Ad Spending ($ billions)
SOURCE: Borrell Associates
Online Plays a Bigger Role
Are You Effectively Using the Web to Increase Exposure?
Online Formats in 2009
National
Local Interactive Direct (E-mail) Trends
$0.1$0.4
$0.9$0.9
$1.6
$1.9
$2.0
$2.1
$-
$0.5
$1.0
$1.5
$2.0
$2.5
2005 2006 2007 2008 2009 2010 2011 2012 2013
Ad Sp
endin
g (In
$ Billi
ons)
Local Paid Search Trends
$0.4$0.9
$2.5
$4.2
$4.9$5.4
$5.6
$5.4
$5.5
$-
$1.0
$2.0
$3.0
$4.0
$5.0
$6.0
2005 2006 2007 2008 2009 2010 2011 2012 2013
Ad Sp
endin
g (In
$ Billi
ons)
Local Streaming Audio/Video Trends
$0.0 $0.1$0.5
$1.3
$1.8
$3.3
$4.2$5.2
$6.0
$-
$1.0
$2.0
$3.0
$4.0
$5.0
$6.0
$7.0
2005 2006 2007 2008 2009 2010 2011 2012 2013
Ad Sp
endin
g (In
$ Billi
ons)
© 2009 Borrell Associates Inc., Q3 2009
E-Mail, Search and Video
Local Interactive: Growth Categories
89% of U.S. Internet users use search engines. Source: Pew Internet & American Life Project 63% of consumers turn to the Internet first when looking for local products or services, 82% of them cited search as the most commonly used search tool, 41% use local “geographic modifiers” with search engines. Source: Nielsen Online Search engines are now the #1 resource used by consumers looking for products and services from local businesses.Source: Nielsen Online 82% of Local Searchers follow up offline via an in-store visit, phone call, or purchase, emphasizing the importance for marketers to integrate their on-and off line information. Of these 61% made purchases.Source: comScore / TMP Directional Marketing
Why The Internet Matters
Increasing Online Visibility for Your Business
Not Ranking on the First Page of the search engines is just as ineffective as having a billboard in the middle of the desert…
Can Customers Find YOUR Website?
Reaches people ready to make a purchase
Immediately be exposed on first page of search engines
Reaches people who are researching
Earn exposure through rich content and site optimization
SEMSEM
SEOSEO
SEO vs SEM
Paid Search/Search Engine Marketing/Management (SEM)
Organic Search/Search Engine Optimization (SEO)
SEO vs SEM
SEO SEM
Increasing Online Visibility for Your Business with SEO
SEO-What You Need To Know
Create unique, accurate Page Titles
A title tag tells both users and search engines what the topic of a particular page is
The <title> tag should be placed within the <head> tag of the HTML document
Create a unique title for each page on your site
Title Tags for Sea Ray’s Your Next Sea Ray Page
Stronger title page-Company Name & Label for each page, Could add Brands for a stronger title and more searchable
SEO- Page Titles
Poor title, Same Title on all Pages, no key products named
SEO-Title Tags
Good practices for page title tags
Accurately describe the page's content: Choose a title that effectively communicates the topic of the page's content
Avoid: Choosing a title that has no relation to the content on the page using default or vague titles like "Untitled" or "New Page 1"
Create unique title tags for each page: Each of your pages should ideally have a unique title tag, which helps Google know how the page is distinct from the others on your site
Avoid: Using a single title tag across all of your site's pages or a large group of pages
Use brief, but descriptive titles: Titles can be both short and informative. If the title is too
long, Google will show only a portion of it in the search result
Avoid: Using extremely lengthy titles that are unhelpful to users stuffing unneeded keywords in your title tags
Make use of the "description" meta tag
Gives search engines a summary of what the page is about A page's title may be a few words or a phrase; a page's description meta tag might be
a sentence or two or a short paragraph
Good practices for description meta tags
Accurately summarize the page's content: Inform and interest users if they saw your description meta tag as a snippet in a search result
Avoid: No relation to the content on the page using generic descriptions like "This is a webpage" or "Page about boats“
Use unique descriptions for each page: Helps both users and Google, especially in searches where users may bring up multiple pages on your domain (e.g. searches using the site: operator).
Avoid: Using a single description meta tag across all of your site's pages or a large group of pages
SEO-Meta Tags
SEO-Index and Navigation
Links inside your site from the main page to pages inside the site help the search engines validate key words as well as bring searchers deeper in to your content pages. (breadcrumbs)
Poor
Stronger
Links On Homepage To Other Pages
SEO-Index and Navigation
Good practices for site navigation
Create a naturally flowing hierarchy: Make it as easy as possible for users to go from general content to the more specific content they want on your site. Add navigation pages when it makes sense and effectively work these into your internal link structure.
Avoid: Creating complex webs of navigation links, e.g. linking every page on your site to every other page
Use mostly text for navigation: Controlling most of the navigation from page-page on your site through text links makes it easier for search engines to crawl and understand your website
Avoid: Having a navigation based entirely on drop-down menus, images, or Animations
Use "breadcrumb" navigation: A breadcrumb is a row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the root page
Make Pictures & Flash Work with SEO
This site has Flash in header and in main body of the site as well as Inventory look-up
Moving JPEG images in the
header
Flash middle with full motion
JPEG moving images with URL mapping to an
inventory landing page for each product
Pictures and Flash Work with SEO
Good practices for images
Use brief, but descriptive filenames and alt text: Filenames and alt text (for ASCII languages) are best
Avoid: Using generic filenames like "image1.jpg", "pic.gif", "1.jpg“; writing extremely lengthy filenames; stuffing keywords into alt text or copying and pasting entire sentences
Supply alt text when using images as links: If you do decide to use an image as a link, filling out its alt text helps Google understand more about the page you're linking to
Avoid: Writing excessively long alt text that would be considered spammy; using only image links for your site's navigation
Store images in a directory of their own: Instead of having image files spread out in numerous directories and subdirectories across your domain, consider consolidating your images into a single directory (e.g. brandonsboats.com/images/). This simplifies the path to your images.
Improve Your SEO Score
Add video to your site
Add social links to your site
Internal links from the home page to pages within the site
(part of navigation and indexing)
Improve Your SEO Score
Increasing Online Visibility for Your Business with SEM
SEM- Search Engine Marketing
Search Advertising is a method of placing online advertisements on web pages that show results from search engine queries; targeted to match key search terms (called keywords) entered on search engines
Search engines build indexes of Web pages using a web crawler
Advertising based on keywords in the surrounding content or context is referred to as Contextual advertising
Advertisers can choose whether to buy ads on search result pages (search advertising), published content pages (contextual advertising), or both
www.arinet.com
I Once Was Lost…. “But Now I’m Found” SEM = Fastest way to show up on Page 1 “Compete with Anyone”
Your web link is strategically and prominently displayed on the Search Engines’ “Sponsored Links” area.
• This allows you to begin generating leads almost immediately!
Geo-Target your links to only appear in the areas you choose• Local, Regional or National campaigns• Set specific budgetary focus where it is needed most
Search Engine Management
Search Advertising Metrics
CPM: Cost per thousand viewers was the original method used for pricing online advertisements. CPM remains the most common method for pricing banner ads
CTR: Click-through rates measure the number of times an ad is clicked as a percentage of views of the Web page on which the ad appears. Banner ads have CTRs that are generally 0.15 percent or less. In comparison, individual search engine ads can have CTRs of 2 percent, even though they appear alongside organic search results and competing paid search advertisements
CPA: Cost per action quantifies costs for completing specified activities such as attracting a new customer or making a sale
CPC: Cost per Click tracks the cost of interacting with a client or potential client; In traditional marketing, CPC is viewed as a one-way process of reaching target audiences through means such as direct mail, radio ads and television ads
TM: Total minutes is a metric being used by Nielsen/NetRatings to measure total time spent on a Web page rather than the number of Web page views
No Dealers in the SEO side for a Broad search
Take first position and standout on
the SEM side
Is SEM Worth It?
Campaign Management
Algorithms to determine the position of ads according to click through rates• Ads with poor click through rates can be pushed down to the bottom of the
search results
Even though advertisers only pay per click through, algorithms based on ad popularity provide incentives for optimizing keyword selection and other cost control measures
Without cost control measures, it is possible for ad buyers to spend 25-50% of their ad budget ineffectively
The historical click through rate (CTR) of the keyword and the matched ad on Google; note that CTR on the Google Network only ever impacts Quality Score on the Google Network -- not on Google
Your account history, which is measured by the CTR of all the ads and keywords in your account
The historical CTR of the display URLs in the ad group
The quality of your landing page
The relevance of the keyword to the ads in its ad group; The relevance of the keyword and the matched ad to the search query
Your account's performance in the geographical region
Quality Score Formulas
Quality Score formulas for search engines vary, the core components remain more or less the same:
What Your Site Needs
Key Landing Page and
Site Quality Guidelines
Relevant and Original Content
Transparency
Navigability
Top placements across both SEO and SEM drives clicks up to 500%
Enhanced navigability and streamlined organization of a website’s contents will create more direct landing pages for critical keywords shared by both SEO and pay-for-placement
Critical gaps in SEO coverage can be filled through the paid component, to guarantee coverage and voice across all priority targets
Pay-for-placement keywords can be bought to support new content, while SEO efforts need to build over time when that search demand is created
Pay-for-placement represents a cheaper, more practical way to claim low-volume tail terms that don’t draw substantial search volume individually
Search Synergies
Many points of connection between SEO and SEM, many of which suggest actual synergies in strategy and execution.
Marketing Goals
Digital Marketing Tools
Brand Awarenes
s
Lead Generation
Retention / Loyalty
Display
Search
Video
Mobile
Most effective
Least effective
Pick the Right Tool for the Job
www.arinet.com
…the time to act is NOW!
The Internet is the place to be!
Advantage over competition
Designed for any size dealership/manufacturer
Campaigns designed to meet your budget
Target marketing dollars
Adjust along the way for maximum effectiveness
The Opportunity Is Here
Ensures website is seen on all the major search engines
Customer chooses relevant keywords
Customer selects geographic coverage desired
ARI/Channel Blade ensures site is advertised within those parameters
Numerous reports available to determine campaign effectiveness
Campaign can be changed at any time
Ad dollars are stretched based on results!
Company Info:
877-242-5233, [email protected]
Sales Manager: Rick Tala
Contact Us for Special Offer
Exciting Discounts for Attendees!
Webinar Topic:
Presenter: Richard Harris
Product Demo:
Internet Mktg Specialist: Jerry Onhaizer
One-time set up fee only $500!-You save $1,095 for attending!- Sign up by December 31, 2009
You will determine on-going monthly charges based on your SEM marketing campaign & budget
Bundle with some of our other award winning solutions to save even more!