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| Date post: | 07-Nov-2014 |
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THE SEARCH ECOSPHERE
Google: $160B [majority of the revenue is from paid search]
L*MAR $189B [owns 7,300 stores]
OPPORTUNITIES
O
Market Share Comparison
SEARCH > SEARCH IS HUGE
Google: $160B [majority of the revenue is from paid search]
L*MAR $189B [owns 7,300 stores]
OPPORTUNITIES
O
Market Share Comparison …sites that don’t rank naturally…
SEARCH > SEARCH IS HUGE
$0.88 OUT OF EVERY ONLINE
SEARCH DOLLAR IS SPENT ON PAID SEARCH…
SEARCH > ORGANIC VS PAID
$0.88 OUT OF EVERY ONLINE
SEARCH DOLLAR IS SPENT ON PAID SEARCH…
SEARCH > ORGANIC VS PAID
…EVEN THOUGH 85 PERCENT OF SEARCHERS CLICK ON ORGANIC RESULTS.
INTERNET SEARCH HAS THE LOWEST AVERAGE COST PER ACQUISITION
O
SEARCH > USAGE
AMERICANSPERFORMANESTIMATED790MILLIONSEARCHESPERWEEK
TODAY,OVER82%OFINTERNETUSERSUSESEARCHENGINESTOFINDLOCALSERVICES,SUCHASASELFSTORAGEFACILITY.(SOURCES:KELSEY;NIELSEN).
CUSTOMERSARETURNINGTOONLINESEARCHENGINESFIRST
SEARCHENGINEMARKETINGISTHEFASTESTGROWINGADVERTISINGMEDIUMINTHEWORLDANDITISPROJECTEDTOBECOME10XMOREPOWERFUL
SEARCHENGINEADVERTISINGSPENDISUP134%
SIXTY‐THREEPERCENTOFSEARCH‐RELATEDPURCHASESOCCUROFFLINE
SEARCH & SEO > OFFLINE CONVERSIONS ORIGINIATING ONLINE
SEARCHALLOWSYOUTOREACHPOTENTIALCUSTOMERSATTHEVERYMOMENTTHEYARECONSIDERINGAPURCHASEANDPROVIDETHEM
INFORMATIONEXACTLYWHENTHEYARELOOKINGFORIT.”
“SEARCHSTRATEGYISYOURBUSINESSSTRATEGY,WHETHERYOUREALIZEITORNOT.”(VANESSAFOX)
HIGHERPROPENSITYTOBERELEVANT
ANORGANICLISTINGISBETWEENTWOTOSIXTIMESMOREVISIBLE
56%OFGOOGLEQUERIESDON’TSHOWANYAD
SEARCH > NEED FOR AN ORGANIC SEARCH STRATEGY
TOTALCLICK‐THROUGHRATES,CONVERSIONSRATESANDREVENUESINTHEPRESENCEOFBOTHPAIDANDORGANICSEARCHLISTINGSARESIGNIFICANTLYHIGHERTHANTHOSEINTHEABSENCEOFPAIDSEARCHADVERTISEMENTS.
CONSUMERSARE60%MORELIKELYTOCLICKTHROUGHONABRANDTHATAPPEARSINBOTHPAIDANDORGANIC
SAVVYMARKETERSINTHESTORAGEINDUSTRYARETRANSFERRINGSPENDINGTOONLINEADVERTISING—PARTICULARLYPAIDSEARCH—BUTTHEYHAVEN’TYET
STARTEDTOTAKEFULLADVANTAGEOFTHE85PERCENTOFCLICKSTHATORGANICSEARCHPRODUCES.
SEARCH > ORGANIC VS PAID > TREND
MANYBUSINESSESINTHESELFSTORAGEINDUSTRYHAVENOTYETINVESTEDINORGANICSEARCHBECAUSETHEYAREN’TSUREHOWITWORKSORHOWTO
MEASUREIT.
THE OPPORTUNITY TO REACH CUSTOMERS THROUGH ORGANIC
SEARCH REMAINS LARGELY UNTAPPED
OPPORTUNITIES
O
The wild west days of SEO are gone
GOOGLE IS IMPROVING RANKING AND PENALIZATION FACTORS
ABRIDGED LIST OF RECENT GOOGLE PATENTS RELATED TO INDEXING AND RANKING
SEO > 200 RANKING FACTORS
SEO > 200 RANKING FACTORS
SEO > CHALLENGES AND FACTORS (ABRIDGED)
CAFFEINE IS A MAJOR INFRASTRUCTURAL CHANGE BY GOOGLE
CAFFEINE > COMPARISON WITH OLD INDEX
CAFFEINE > FEATURES
SPECIALIZED SEO REQUIRES SPECIALIZED STRATEGIES
HIGHERPROPENSITYTOCLICK
RECENTINTERNETMARKETINGSTUDIESCONFIRMTHATKEYWORDSEARCHERSPREFERTHEORGANICRESULTSATA6TO1RATIOVS.PAY‐PER‐CLICKSPONSOREDSEARCHADVERTISINGLISTINGS.
SEARCH > NEED FOR AN ORGANIC SEARCH STRATEGY
HIGHERPROPENSITYTOCONVERT
OVERALLCONVERSIONRATEIS17%HIGHERFORUNPAIDSEARCHRESULTS(4.2%)THANTHERATEFORTHEPAID(3.6%).
ORGANICSEOCAMPAIGNSCANGIVEYOURESULTSTHATLAST!
PAY‐PER‐CLICKCOSTSARERISING
STEADILY
VISITORSAREBECOMINGMOREAWAREOFPAY‐PER‐CLICKASADVERTISING
SEARCH > NEED FOR AN ORGANIC SEARCH STRATEGY
TRUSTLEVELFORORGANICRESULTSISMUCHHIGHER
72.30%
27.70%
ORGANIC
PAID
WHICH RESULTS ARE MORE RELEVANT ON GOOGLE?
THETOPTWOORGANICLISTINGSUSUALLYRECEIVEMORETHAN50%OFTHECLICKSONASEARCHRESULTSPAGE
AVERAGECLICKTHROUGHRATEFORAPAIDSEARCHPLACEMENTIS2%
SEARCH > AVERAGE VS PAID > HEAT MAP
SELF STORAGE IS THE FASTEST GROWING SECTOR OF COMMERCIAL REAL-ESTATE FOR
LAST 35 YEARS
THE SELF STORAGE INDUSTRY > SECTOR GROWTH
THE INDUSTRY REVENUE FYE 2009 WAS
$22,000,000,000
1 IN 10 RENTS A STORAGE UNIT
32%
52%
16%
Urban
Suburban
Rural
THE SELF STORAGE INDUSTRY > US STORAGE FACILITIES (Q4-09)
46,000“PRIMARY”SELFSTORAGEFACILITIESREPRESENTING2.21BILLIONSQUAREFEET
US STORAGE FACILITIES (Q4-09)
167
8,590
3,350
1,910
Marketshare:onlinepresence
storage‐mart.com
publicstorage.com
extraspace.com
unclebobs.com
THE SELF STORAGE INDUSTRY > COMPETITION
HIGHPOTENTIALFORREVENUEUSINGCONTEXTUALADVERTSING
THE SELF STORAGE INDUSTRY > SUPPLY AND DEMAND
SELF STORAGE DEMAND • RANGES FROM 2 TO 8 SQ FEET PER PERSON • AVERAGES AT 4.87 SQ. FEET PER PERSON
19.2 SQFT SELF STORAGE SPACE INVENTORY IS AVAILABLE PER U.S. HOUSEHOLD
SUSTAINABILITY REVIEW AND SUSTAINABILITY SCORES
OURSUSTAINABILITYREVIEWCHECKSYOURONLINEPRESENCEAGAINSTMORETHAN200FACTORS(DIVIDEDINTO20CATEGORIES)TODETERMINEWEAKNESSESANDTHREATSRELATEDTOSUCCESSFULEXECUTIONOFYOURSEARCHSTRATEGY
PoorKeywordDiludonControl
Some of your domains may already be penalized. If so, you’ll need to
take action quickly so it doesn’t get other domains in the network
penalized.
O
STORAGE-MART > AUDIENCE DEMOGRAPHICS
STORAGE-MART > STORAGE-MART VS. PUBLIC STORAGE
DAILYPPCBUDGETRANGEOFPUBLICSTORAGE.COMISESTIMATEDTOBEBETWEEN$7Kto$35K
STORAGE-MART > INTENSE COMPETITION IN PAID SEARCH
BRANDSEARCHVOLUMEHASBEENDECLINING
STORAGE-MART > BRAND SEARCH VOLUME
SERVICES AND RECOMMENDATIONS
DemandMaps™
AuthorityMaps™
Compeddon
Maps™
BrandMaps™
LocalMaps™Relevanc
eMaps™
TRAINING
RESEARCH
DEVELOPMENT
ADVISORY
UPDATES
CMF
action MAP
2. MODIFICATIONOFCURRENTSEOPRACTICESA) IMPLEMENTATIONOFRECOMMENDATIONSBASEDON
COMPREHENSIVESITEREVIEW.B) PREVENTDAMAGEFROMPENALTIES.C) RESEARCHANDELIMINATEROOTCAUSE(S).
3. CONTENTOPTIMIZATIONA) REMOVALOFDUPLICATECONTENTPENALTYFACTORSB) INCORPORATEPERSUASIVEMESSAGINGINTOYOURCONTENTSTRATEGYC) OPTIMIZATIONOFDESIGN/LAYOUTD) CLEANUPOFHTML/STRUCTURE
4. CONTENTDEVELOPMENTA) IDENTIFICATIONOFSTRATEGICKEYPHRASESB) CONTENTWRITINGOPTIMIZEDFORBOTHUSERSANDSEARCHENGINES
1. DISCOVERYA) REFINEMENTOFGOALSB) IDENTIFICATIONOFTRAININGNEEDS
SERVICES AND RECOMMENDATIONS > ACTION MAP
action MAP
8. CMSSELECTIONA) CMSRequirementsAnalysis.B) ProposalforOpportunidesCMF.
6. RESEARCHSERVICESA) COMPETITIVERESEARCHB) DEMANDRESEARCHC) LONGTAILMAPSD) LOCALMAPS
5. RELEVANCEANALYSIS&INJECTIONA) RELEVANCEMAPSB) RELEVANCEINJECTIONTRAINING
7. AUTHORITY/LINKANALYSISA) IDENTIFICATIONOFAUTHORITYCANDIDATESFORIBL(S)ANDOBL(S).
B) OPTIMIZEDPRESSRELEASESANDARTICLEMARKETINGC) WELLORCHESTRATED,ANCHORED,IN‐BOUNDANDOUT‐
BOUNDLINKBUILDING
SERVICES AND RECOMMENDATIONS > ACTION MAP
action MAP 9. LOGANALYSISA) ANALYSISOFWEBSERVERLOGFILES
B) ANALYSISOFANALYTICREPORTS
10. CONTENTNODESA) FORCREATINGANDCONTROLLINGNODESWITHNICHESPECIFICAUTHORITY
B) CREATIONOFNICHEAGGREGATORSANDDIRECTORYC) PLACEMENTONFEWBLOCKS.COM
11. LANDINGPAGEDEVELOPMENTA) ONLINETRAININGSERVICESB) OFFLINETRAININGSERVICES
12. MIGRATIONSTRATEGYREVIEWA) TOENSUREMIGRATIONHAPPENSINASEARCH
ENGINEFRIENDLYANDSAFEMANNER.
SERVICES AND RECOMMENDATIONS > ACTION MAP
action MAP
16. TRAININGSERVICESA) ON‐SITEB) OFF‐SITEC) ON‐DEMAND
13. CONVERSIONOPTIMIZATIONA) ANALYSISANDREVIEWOFCURRENTCONVERSIONROADMAPS.B) USABILITYANALYSIS
14. MULTIPLEDOMAINSTRATEGYANDNODEHOSTINGREVIEWA) SEARCHENGINEFRIENDLYHOSTINGOFMULTIPLESITES
15. ARCHITECTUREREVIEWRECOMMENDATIONSFORREFINEMENTOF:A) SITEARCHITECTUREB) LINKINGARCHITECTUREC) URLARCHITECTURE
SERVICES AND RECOMMENDATIONS > ACTION MAP
action MAP
20. EMAILMARKETINGSTRATEGYINCREASECAPTURES,CONVERSIONSANDRETENTION
BYEMPLOYINGANEFFECTIVEEMAILMARKETINGSTRATEGY
17. SOCIALOPTIMIZATIONA) OPTIMIZATIONFORSOCIALMEDIAINCLUDING
A) FOURSQUAREB) TWITTERC) FACEBOOK
18. MOBILEOPTIMIZATIONA) OPTIMIZATIONFORMOBILESERVICESB) MOBILESEARCHC) MOBILESITEMAPS
19. CHANNELSTRATEGYOPTIMIZATIONINCREASELEADS&CONVERSIONSUSINGCHANNEL
PARTNERPROGRAMS
SERVICES AND RECOMMENDATIONS > ACTION MAP
ANALYZE RESEARCH MEASURE REPORT FINE‐TUNE
OPPORTUNITIES > STRATEGIC PLANNING BLUEPRINT
WEPROVIDEYOUWITH• ASINGLEPLANNING,EXECUTION,MEASUREMENTANDOPTIMIZATIONFRAMEWORKFORSYNCHRONIZEDSEOANDSEM
INTEGRATEDSEARCHSTRATEGY
ADVERTISING
MARKETING
ENGINEERING
DEVELOPMENT
CONTENT
DESIGN
WEHELPYOUCREATESUSTAINABLESEARCHSTRATEGY,BYINTEGRATINGSEARCHSTRATEGYINTOALLASPECTSOFYOURBUSINESS
OPPORTUNITIES > SUSTAINABLE AND INTEGRATED SEARCH STRATEGY
WEHELPYOUCREATESUSTAINABLESEARCHSTRATEGY,BYINTEGRATINGSEARCHSTRATEGYINTOALLASPECTSOFYOURBUSINESS
OPPORTUNITIES > OPPORTUNITIES FINDER MAPS
DemandMaps™
AuthorityMaps™
CompeddonMaps™
BrandMaps™
LocalMaps™
RelevanceMaps™
Search Engines measure relevancy based on presence of relevant keywords and Semantic distance between them.
RelevanceMaps from Opportunities maximizes your relevance by analyzing global demand patterns and generating a weighted list of keywords expected by the search engines. In addition to increasing relevance and visibility, RelevanceMaps also help with long tail optimizations.
RelevanceMap output can then be used for deep linking to expose long tail content.
EXTERNALAUTHORITYMAPS™• IDENTIFYSITESTHATARECURRENTLYCONSIDEREDAUTHORITATIVEBYTHESEARCHENGINES
INTERNALAUTHORITYMAPS™• LEVERAGEYOURSTRONGESTNODESTOSTRATEGICALLYEXTENDAUTHORITYTONON‐AUTHORITATIVENODESINTHEEYESOFTHESEARCHENGINES.
RECOMMENDATIONS > AUTHORITY MAPS™
SERVICES
Conversion now involves analyzing behaviors, testing placements, and starting and managing
conversations.
SERVICES
WECANHELPYOUWITH• MOBILESEOOPTIMIZATION• GEOOPTIMIZATION• MOBILESITEMAPS• MOBILELANDINGPAGES• OPTIMIZATIONFORLOCALMOBILESERVICES
SERVICES > MOBILE SEO
ABOUT OPPORTUNITIES
AboutOpportunidesOpportunideshelpspublishersimplementSustainableSearchStrategies™,improvinguseracquisidons,reach,conversions,
awarenessandmonedzadonopportunides
SustainableSearchStrategies
Idendfiestargetkeywordsandphrasesthataqractqualifiedvisitorsandconvertwellforyou.
IncreasesRelevancybyInjecdngRelevanceMaps.
DecreasesPropensityforPenalizadonbyAITEXTReplacement.
IncreasesAuthoritybycomprehensiveedge‐buildingcampaignswithauthoritadvenodesandbycreadonofAuthorityHubs.
IncreasesConversionsbyaqracdngqualifiedaudienceanddirecdngthemthroughapre‐determinedstrategicconversionpath.
LowersPenalizadonriskbyimplemendngawell‐balancedandintegratedsearchstrategy.
WHY OPPORTUNITIES? > UNIQUELY EXPERIENCED
WHY HIRE OPPORTUNITIES? > UNIQUELY EXPERIENCED
