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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 [email protected] 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. 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. 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 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. 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. 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. 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? 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 Business Assessment • Key Business Issues • Establish Business Goals • Identify Key Players • Examine Current Metrics • Conduct Site Review • Keyword Brainstorming Keyword Strategy • Search Term Discovery • Keyword Metrics • Assess Relevance • Search Term Selection • Establish Priorities • Determine Methods Pay Per Click • Initial Keyword Strategy • Develop Ad Copy and Headlines • Testing Phase • Add Negative Matching • Add Exact Matching • Track and Refine Website Optimization • Map Keywords to Content • Site Structure and Organization • Modify Page Templates • SEO Copywriting and Rewrites • Optimize Internal Links • Set Up Tracking System Link Building • Keyword Strategy Review • Directory Submissions • Press Releases • Link Partnerships • Link-Based Advertising • Affiliate Program 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 Thank You For Your Time 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 [email protected]
