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Search Engine Marketing Free Traffic for Your Web Site. Paul Allen, CEO [email protected]. The Significance Of The Internet. 649 million users worldwide 88 million (14%) increase from previous year International markets are growing even faster than English markets. - PowerPoint PPT Presentation
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The Significance Of The Internet
• 649 million users worldwide
• 88 million (14%) increase from previous year
• International markets are growing even faster than English markets
Source: www.glreach.com
Internet Usage Is Soaring!
Most Popular Online Activities
Email (95%) Search Engines (88%)
Source: NFO/Research
Top Ways to Increase Site Traffic
Offer a Free Product or Service Affiliate Marketing Program Paid Search Engine Traffic Free Search Engine Traffic Email Marketing Viral Marketing
Search Engines: Pages Indexed
As of January 2003 Google 3,083,324,652 Inktomi 3 billion FAST 2,112,188,990 Altavista 1 billion Teoma 350 million
Source: Online (Magazine)
Primary Search Results
Secondary Search Results
Directory Results
Paid Results
You Want Complicated?
Where Do Search
Results Come From?
Search Engine Referrals to Shopping Sites: 2001 - 2002
0
5
10
15
20
25
30
35
40
45
Dec. 1, 2001 Dec. 1, 2002
Yahoo
MSN
AOL NetFind
Netscape
The Significance Of The Internet
“Which Brand Has Affected Your Life The
Most?”
Survey Results:
Notice how many sites there are
from this search.
How many are you going to look at before you buy?
Notice how many sites there are
from this search.
How many are you going to look at before you buy?
Solution #1: Advertise on Search Engines through Keyword
Bidding
Fast (Google: less than 15 minutes)
Easy Increasingly expensive Can be profitable Free tools for finding keywords
“Pay Per Click” Sponsored Sites
“Pay Per Click” sample pricing for keywords involving conference calling.
Cost Per Click is Skyrocketing
Increased competition and bidding pressure Overture advertisers have more than
doubled in the past two years, to approximately 95,000
Google has more than 150,000 advertisers Minimum Bids have been imposed
Overture minimum bid is now $0.10 Average cost per click increased from $0.14
to $0.31 to $0.50 in past 2-3 years
Solution #2: Natural Search Engine Rankings
• Only the top ten search engine results yield significant revenue (out of literally thousands of sites listed) Design web site to be indexed by search engine
spiders static vs. dynamic
Flash vs. HTML
Design web pages around keywords 1 page for each keyword
3-5 word phrases are usually easiest to get top 10 rankings for
Search Rankings pre-Google
Title <title> Heading <h1> Position of keywords on page Repeated text Metatags <meta keywords=> Hidden Text Alt Text <alt=>
Google Changed Everything
Web design still matters Text still matters But what matters most?
Link Popularity Page Rank of Sites Linking to You Anchor Text of Links
Essential Tools
Google Toolbar Marketleap.com
How Many Pages on Your Site Are Indexed?
How Many Links are there pointing to your Site?
10x Marketing Approach
1. Analyze the Value of Keywords How many queries per month? What is the conversion rate?
2. Evaluate the Competition How difficult will it be to get a top 10 ranking for
this keyword? Are my competitors using good domain
names, titles, headings, etc. Do my competitors have good backward
links? 3. Create Keyword List
10x Marketing Approach
4. Design Web Site Around Keywords5. Use search engine ranking software to
track rankings on Google, Altavista, Inktomi, and FAST Web Position Gold Keyster™ (Keyster.net)
6. Increase Link Popularity 18 Tactics Dual benefit of getting more links
Rankings Can Improve Significantly in 3-4 months
Example: Ranking History For “affiliate marketing”
January 2003 April 2003
Top Rankings Matter!Rank Domain AltaVista Inktomi Google FAST Total Percent
1 hertz.com 20,066 8,976 384,437 32,951 446,431 15.232 bnm.com 40,238 1,584 310,507 22,135 374,464 12.783 thrifty.com 30,627 297,199 43,090 370,917 12.664 nationalcar.com 27,459 303,114 33,796 364,369 12.435 budget.com 199,611 2,533 202,144 6.96 inktomi.com 115,886 115,886 3.957 enterprise.com 5,280 36,965 19,432 61,677 2.18 goalamo.com 5,280 51,751 4,223 61,254 2.099 yahoo.com 4,224 6,917 44,358 844 56,343 1.92
10 avis.com 40,132 15,525 55,657 1.911 orbitz.com 42,245 7,393 928 50,566 1.7312 dollar.com 3,168 528 38,443 2,617 44,756 1.5313 alamo.com 22,179 2,533 24,712 0.8414 paylesscarrental.com 1,161 22,179 844 24,185 0.8315 rentalcars.com 1,056 16,264 84 17,404 0.5916 evrental.com 1,056 528 14,786 928 17,298 0.5917 specialtyrentals.com 580 14,786 928 16,295 0.5618 freeways.com 15,525 84 15,609 0.5319 thrifty.com.au 14,786 14,786 0.520 800-payless.com 13,518 13,518 0.46
(Other Domains) 582,230 19.87
Free Monthly Search Engine Traffic for the
Keywords:
“rental cars”
“car rentals”
“rent a car”
Source: Free report from keyster.net
Top 10 sites are getting 50% to 70%
of the visitors!
Marketshare Report
Search Engine Marketing
Free Traffic for Your Web Site
For a copy of this presentation or for a free keyword analysis please email me at:
