Mark Chapman. Online Marketing + eBusiness Specialist Chapman_Pres for website.pdf · Online...

Mark Chapman. Online Marketing + eBusiness Specialist

ONLINE MARKETING E-COMMERCE

SEARCH STRATEGY



SEARCH STRATEGY

How to make money from Internet search engines



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• eBusiness strategist, digital consultant, search marketing expert and organisational senior manager

• Web pioneer: set up ibm.com, the world’s first international commercial website, in early 1990s (with a team!)

• Successful track record managing thriving Internet sites, online projects + campaigns for ‘blue chip’ and SME business projects

• Companies: IBM, British Airways, Kuoni (travel), BOC (gases), PricewaterhouseCooper, Towergate (insurance), Greenlight (SEO), Straightpoint (load cells), Blue Latitude (eConsulting)

• Former senior journalist – Business reporting, Northern Ireland and Gulf War coverage, politics, crime and other regional news

0773 488 2507

[email protected]

linkedin.com/in/markchapman

@mchapman

Short Biography:



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Search:

Opportunity doesn’t knock

these days…



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Search:

…it looks for your Website !



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Europe July 2012 800 B2B £20K+ Decision makers in UK, FR, DE and IT.

BaseOne

Info sources: How decision makers find your business



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Internet search is now a key part of daily life - it is

the most popular online activity, carried out by 87%

of Internet users (2nd is email at 81%, 3rd is social

networking at 42%).

As search engine accuracy has improved, more people

are turning to them first for day-to-day information

instead of traditional tools like phone books and

product catalogues.

How important is SEARCH?



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Found:

A great position in the search engine

rankings is probably the most important

marketing tool you could have right now



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90% of surfers choose

the natural or organic

listings as opposed to

the paid for or

sponsored listings



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Just 10%

of users

click on

these

sponsored

links

90% of surfers choose

the natural or organic

listings as opposed to

the paid for or

sponsored listings



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Every time a surfer

clicks on a sponsored

link or a banner ad,

this costs the website

owner



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The listings on the left

hand side of the page

here…



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…are not only trusted

more by Web surfers

(90% use these)…



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…they are FREE

when a user clicks

through

i.e. no cost to the

website owner



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User Habits:

Majority of us prefer the natural listings

We use longer, more specific search

strings/keyword phrases

Make our decisions quickly based on

description tag and domain name



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For SEO, you have to do all this… Content Code Connections

• Crawlability • HTML • XML sitemaps • URL Structure • Robots.txt • Navigation • 301’s • 404’s • Canonical

• On-Page • Keyword Density • Title Tags • Meta tags • H1, H2 etc • Anchor Text • Navigation

• Linking • Directories • Social, blogs, articles • Press releases • Partners • Internal links



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… to communicate clearly to search engines



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WHAT IS PPC? An intro…



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PPC Stands for "Pay Per Click" and is a type of online advertising found on search engines. PPC advertisements generate traffic for Web publishers each time a visitor clicks on an advertisement.

http://www.blurbpoint.com/search-engine-marketing.php



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Adding SEO to PPC campaigns

Addition of natural / organic SEO to a pre-existing PPC campaign can lead to better results for a website

Research: Impact of running SEO + PPC together



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SEO and PPC, along with email marketing, are the

most commonly used methods for generating online

leads

For natural search, two thirds of digital marketers say

they achieve returns of more than 300%. Half achieve

an ROI of more than 300% from PPC.

For return on investment, Google is rated as the best

search engine by 80% of company respondents

compared to 11% for MSN and 8% for Yahoo!

SEARCH generates business

Natural SEO attracting higher levels of investment

as companies start to recognise the importance of

natural search



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The Bottom Line

Money-making model is a simple few steps:

1. Increase impressions on search engines

2. Increase click-throughs from search results

3. Increase leads

4. But it is hard work to implement well…



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Click-Through Rates



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A website can be optimised for a wide variety of

important search terms to achieve best positions in

the search engine rankings

Through a gradual approach, ‘trust’ is built with the

search engines… Google will start to see the website

as a ‘great source of knowledge’ about your products

Strategic approach to search marketing

Integrated SEO and PPC generates better business by

best optimising content, landing pages and ad

campaigns – to rank well and generate leads



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Thank you for listening

Any Questions

?

Date post:	27-Jul-2020
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