Sempo Atlanta keyote - Eric Enge: Search and your Marketing Mix - given 9/14/12.
- 2. First Off... Who Am I?
Co-author: The Art of SEO
President: Stone Temple Consulting
25+ person SEO and PPC firm
Trainer: Instant E-Training
Founder: Web Site Publishing Companies
Publish web sites, grow them, then sell them
2 significant exits so far
Twitter: @stonetemple
Google Plus: +Eric Enge
@stonetemple / + Eric Enge
- 3. Part 1
Marketing Media
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- 5. Selected Data on Media Consumption
Source: Fleishman-
Hilliard
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- 6. TV / Print / Radio
About branding
Creates impressions
Controlled Messaging
Long established Cost / ROI Models
Comfortable for traditional marketers
Immediate action is not an option
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- 8. Online Display Advertising
About branding
Creates impressions
Controlled Messaging
Emerging Cost / ROI Models
Comfortable for traditional marketers
Similar return model to TV/Print/Radio
Immediate action is an option
But, “Interruption Mode”
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- 11. Are You In Control of the Message?
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- 13. No, The User Must Do 3 Things
11 1 2 3
1
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- 14. Search Step 1 – Go to a Search Engine
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- 17. Where is Search in the Conversion Funnel?
Marketing Campaigns
Awareness
Interest Search
Evaluation Involved
At Every
Commitment
Stage
Referral
Repeat
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- 18. Search Always Starts With a Need
• I need:
– Information
– A product
– A service
– To be entertained
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- 19. Push vs. Pull
MY BENEFITS!
MY NEED!
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- 20. Harvesting Demand
TV, Print, Radio Generic Demand
Diaper Create Crying baby
Dry baby Demand I need sleep
Traditional Harvest Internet
Outlets Demand
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- 22. Facebook Continued
But Facebook offers all this amazing
targeting, right?
Yes, but it is a display ad network
It is interruption based advertising
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- 23. Ads on my Wall
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- 24. Part 2
SEO vs PPC
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- 25. Natural vs. Paid
Paid
Paid
Paid
Paid
Natural
Natural
25
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- 26. PPC and SEO are Synergistic
Source: Brad Geddes on Search Engine Land
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- 27. Observation
73% of clicks went to SEO
One high volume keyword was used
Similar data obtained in other tests
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- 28. Paid Vs. Organic Click Volume
22%
PPC 2010 Data
PPC Share
78% Growing
Organic Over Time
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- 29. Paid vs. Organic Click Volume
All Relevant Keywords
Keywords you Keywords
75% rank for in You Bid on
Of clicks Organic Search 100%
Of clicks
25%
Of clicks
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- 30. Organic Ranking
Keyword Create Black Box
Research Pages Algo
Rank for
terms as
determined
by Algo
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- 31. Paid Ranking
Quality Score
Historical
CTR
Keyword AdWords +
Research Account Keyword &
Landing Page
Relevance
+ Rank for terms
Landing Page largely defined
Relevance by you
+
Other
Max Bid
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- 32. Part 3
Justifying SEO
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- 33. SEO Ranking Timeline
6
mos
Create a Black Box later
new page Algo
Maybe rank
For something
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- 35. 1.I don’t know what
we are going to do
yet
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- 36. 1.I don’t know what
we are going to do
yet
2.I don’t know when
you are going to see
benefits
@stonetemple / + Eric Enge
- 37. 1.I don’t know what
we are going to do
yet
2.I don’t know when
you are going to see
benefits
3.I don’t know how
large the benefits
will be
@stonetemple / + Eric Enge
- 44. Calculating
Search Potential
(Data from
Ahrefs.com)
@stonetemple / + Eric Enge
- 47. Not doing SEO? You’re Leaving
Money on the Table
• Calculate the missed opportunity cost of not
ranking well for products & services that you
offer?
# of people engine share expected click- average average
searching for your (Google = through rate conversion rate transaction
keywords x 70%) x x x amount
E.g.10,000/day x 70% x 10% x 5% x $100 = $3,500/day
searchengineland.com/selling-the-benefits-of-seo-in-a-large-enterprise-36189
47
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- 49. Part 4
Justifying Paid Search
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- 52. Margin in Competitive DR Markets
Have to combat this with active optimization
Set it and forget it does not work
@stonetemple / + Eric Enge
- 55. Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+ Eric Enge
(508) 485-7751
www.stonetemple.com
Editor's Notes
- Or being outranked by affiliates of your own company name - like Bissell.com is for "Bissell cleaners” and LernerCatalog.com is for "Lerner catalog"?