Post on 21-Jan-2015
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Making Sense of Online Search
Tom McDavid, GM Viamedia Charleston843-225-5708TMcDavid@viamediatv.com
Tom McDavid, GM Viamedia Charleston843-225-5708TMcDavid@viamediatv.com
For Discussion TodayInternet Trends
Search Engine Marketing
Turning Internet Searchers Into Buyers
Internet Trends
Interesting Internet Facts
Source: TechCrunchies.com Dec 24, 2009 & Oct 15, 2009
The Average American Spends 68 hours (work plus home) on the internet per month
The Facts
55% of the US Population uses the Internet
daily vs 30% in 2005.
93% of 18-29 yr olds use the internet
DAILY.
In 2004, 42% of consumers went online FIRST
before making a purchase…by 2009, that
number exploded to 82%!
In 1985 the world had 6 .com sites. Today,
there are 86 million active sites online.
55% of the US Population uses the Internet
daily vs 30% in 2005.
93% of 18-29 yr olds use the internet
DAILY.
In 2004, 42% of consumers went online FIRST
before making a purchase…by 2009, that
number exploded to 82%!
In 1985 the world had 6 .com sites. Today,
there are 86 million active sites online.
Source: TechCrunchies.com Dec 24, 2009 & Oct 15, 2009
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
0%
0%
0%
3%
22%
29%
8%
6%
4%
11%
0% 5% 10% 15% 20% 25% 30% 35%
Search engine results/adsWebsites
RecommendationsPhysical stores
TV adsNewspaper ads
TV showsInternet ads
Newspaper articlesEmail newsletters
Sales peopleProduct/service experts
Radio showsRadio ads
Magazine articlesMagazine ads
Direct mail/CatalogsOutdoor ads
TelemarketingPrint phone books
Source: Google Touchpoints Consumer Survey January 2009. Base: 8,675 US respondents.
Online sources total: 53%
We asked U.S. consumers about their main
sources of information on products
and services since the economic
downturn.
Where are people turning for information?
Source: Nielson Online, MegaView Search Jan2009
Reach Over 90% of Online Users When They Are Ready To Buy! Start By Using Viamedia Online Today!
Where are people searching online?Where are people searching online?
Search EngineUnique Visitors
per Month
(Million)% Reach
5.9 62.8%
1.5 16.2%
1 11.52%
0.38 4.0%
0.18 1.9%
.05 .5%
.025 .3%
Google Search62.8%
AOL3.9%
Search Directories
5.6%
Yellow Pages Search
0.3%
Bing/MSN Search11.2%
Yahoo! Search16.2%
Top Search Providers Ranked by # of Searches per Month
Top Search Providers Ranked by Reach
Source: Nielsen Online, MegaView Search
But wait…there’s MORE!
% of Respondents with Successful Visit
“Which of the following activities did you do as a result of this online local business search?”
Source: comsScore-TMPDM (7/09), n=4,000
Internet Consumer Post-Search Activity
What is Search Engine Marketing?
what is search engine marketing
“Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result
pages (SERPs). According to the Search Engine Marketing Professional Organization, SEM
methods include: search engine optimization (or SEO), paid placement, contextual advertising,
and paid inclusion.Other sources, including the New York Times, define SEM as the
practice of buying paid search listings.”
WIKIPEDIAThe Free
Encyclopedia
Sponsored Listings
Natural Listings
Search Keyword
Search Engine Marketing
Search Engine Optimization
SEO - Pros•Trusted source of information •Steady stream of traffic over time •Majority of costs are frontloaded
Even with a good foundation for SEO it can still take 3 to 6 and even up to 12 months before making any headway!
SEO – Cons•Sometimes not relevant•Little control over terms & ranking•Limited control over listing copy•Search engines sometime work against you
The act of optimizing a website for organic or natural search engine listings.
Google Confidential and Proprietary
Average US Search Phrase Length
28.83%
22.28%
20.43%
11.97%
6.19%
5.76%
2.59%
.00% 9.61% 19.22% 28.83%
2 word phrases
3 word phrases
4 word phrases
5 word phrases
1 word phrases
6 word phrases
7 word phrases
94% of people in the US search with multi-word phrases
Searchers Are Getting Smarter
With Sponsored Listings or pay-per-click campaign, you can see results quickly and adjust to the market.
Sponsored Listings or Pay-Per-Click
Pay-Per-Click - Pros•Predictability, allows you to forecast & track
•Target your audience and combine with other sales strategies
•Boost traffic to site when needed•Usually convert at higher rates
Pay-Per-Click – Cons•A small portion of internet searchers say they don’t click on PPC ads.
The act of marketing a website via search engines using PAID sponsored listings.
Turning Searchers into Buyers
Viamedia Online OverviewViamedia Online Overview
Why Work with Viamedia?
Viamedia Online develops campaigns that allow you to track, quantify and improve success.
Viamedia Online drives qualified leads from all major search engines and online directories.
Viamedia Online Mirrors and Hosts lead generating websites that are designed to give consumers exactly what the are looking for.
Reaching Customers Continues to Evolve… Reaching Customers Continues to Evolve…
Making Sense of Online Search
Tom McDavid, GM Viamedia Charleston843-225-5708TMcDavid@viamediatv.com
Tom McDavid, GM Viamedia Charleston843-225-5708TMcDavid@viamediatv.com