Search Engine Marketing - GHI Internet Services

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18 Νοε 2013 (πριν από 3 χρόνια και 10 μήνες)

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www.GriffithHoldings.com


I.

GHI Corporate Background

II.
What is SEO?

III.
Why Should I Care About SEO?

IV.
How Will SEO Benefit Me?

V.
Who Is Already Benefiting From SEO?

VI.
SEM Experience / Success Stories

VII.
Pay for Performance

Search Engine Optimization

VIII.
SEO Engagement Methodology

IX.
Organic SEO: Start Position & Finish Line

X.
PPC: Paid Placement

XI.
Q & A

Agenda



Helping more than

5,200 clients

Connect Smarter


with their
markets through a customized combination of Internet,
marketing, software, and telecom services.


Griffith Holdings, Inc.





GHI Internet Services:

interactive media firm



GHI Marketing Services
: senior management advisory firm



GHI Telecom Services:

telecommunications expense management firm



GHI International Services:
incubator for entrepreneurs in developing nations



Automation Technologies Consulting:

software consulting firm





GHI Companies

Helping Companies Connect Smarter





Multiple Companies but a Single Focus:


Helping Companies Connect Smarter




1993

Company Founded, Frank Griffith,
www.griffithholdings.com

1994

Whirlpool Corporation: Top 10 Management Consulting Firms for Total Quality Award

1995

First International Client, Israeli software firm

1996

Founded GHI Telecom Services,
www.ghits.com

1997

100
th

telecom client

1998

First Million Dollar sales year

1999

Founded GHI Internet Services,
www.ghiis.com

2000

First Search Engine Marketing client, National City Bank; 100
th

GHI Telecom Partner joins

2001

1000
th

telecom client; 100
th

internet client; developed first ASP Software Application

2002

Founded GHI Marketing Services,
www.ghims.com

2003

Four Million Dollar sales year; 200
th

GHI Telecom Partner joins

2004

500
th

internet client; 250 Search Engine Optimization Campaigns managed

2005

Founded GHI International with office in Africa,
www.connectingafricasmarter.com

2006

50
th

GHI Internet Partner joins; 5,000
th

GHI client; 500
th

SEO Campaign delivered

2007

GHI starts up first ecommerce play & purchases international partner


GHI Milestones




$4.7 Million in Sales



6 companies in 4 industries



5,200 Clients Worldwide: Spanning 37 States, 7 Countries, & 3 Continents



90+

Products and Services



Staff: 28 Staff in three countries



400+ Partners Worldwide



10 Corporate Web Sites



US Headquarters in Medina, Ohio



International Headquarters in Nouachott, Mauritania



International Offices in Monterrey, Mexico and Kampala, Uganda

GHI By the Numbers

GHI Recognition & Awards

Small

Business

of

the

Year

Award

Entrepreneur

of

the

Year


Weatherhead

100

Award

Distinguished

Marketing

and

Sales

Award

Who’s

Who

in

Technology

Award

Cascade

Capital

Business

Growth

Award

GHI Recognition & Awards

Total

Quality

Management

Gold

Medal

Award

Team

NEO

Success

Award

Telly

Award

for

Film

/

Video

Top

25

Internet

Design

Firms

Top

30

Largest

Telecom

Brokers

Internet Marketing Services

The best way to find new customers…

is to simply let them find you!


Search

Engine

Optimization

(SEO)

is

an

empirical,

data
-
driven

Internet

marketing

process

that

helps

companies

position

their

web

properties

on

page

one

of

Google,

Yahoo,

MSN,

and

AOL



out

in

front

of

their

competition,

for

specific

keywords

and

phrases,

that

proactively

searching

buyers

/

researchers

have

already

typed

into

the

major

search

engines

for

the

sole

purpose

of

finding

companies,

products,

and

services

to

solve

their

many

needs
.


SEO

is

the

glue

that

enables

Google

to

find

the

best

websites

for

its

searching

customers

connecting

buyers

with

sellers

on

the

Internet
.

SEO

and

Google

work

all

day

long,

every

day,

worldwide,

for

you,

and

never

stop,

never

quit,

never

complain,

and

never

argue

about

commissions

or

performance
.

They

just

keep

bringing

buyers

to

sellers
.


The best way to find new customers…

is to simply let them find you!


What Is SEO?


The market is shifting from a Nation of Sellers to a Nation of Buyers


Significant sales channel with unmatched ROI than many traditional sales
channels / methodologies


Make the fastest growing companies in the world work for you, all day
long, for less than the FTEs healthcare costs for two admin personnel


It works; It’s inexpensive and has proven ROI; It’s a 24 hour brand
machine working for you all day long, worldwide


But don’t believe me….let’s look at the FACTS

Why Should I Care About SEO?

The best way to find new customers…

is to simply let them find you!


It Took…



37 years for radio to reach 50 million users


34 years for the telephone to gain 50 million customers


13 years for television to have 50 million viewers.


It has taken the Internet less than 3 years to reach that same mark.


Now, with an estimated 1.25 billion users online, there is a huge marketing

potential for businesses to market and sell their products and services via the

World Wide Web.



Time to Market is shrinking….Market Opportunity is growing.



Website optimization and search engine placement is targetable, trackable,

flexible, interactive, and measurable.

The best way to find new customers…

is to simply let them find you!


Search Engine Facts

Did you know…



Six out of seven sales resulting from search engines originated in the organic search listings


84% of Internet users (107 million Americans) start at a search engine


80% of all first
-
time visitors to your web site are the direct result of search engine queries


The approximate cost of acquiring a new customer through search is about $8.50, versus $50 for online display ads and
$70 per customer via direct mail


Over 500 million searches are performed every day on the Internet worldwide


Over 5 billion searches are performed per month in the U.S. (55% growth over last year at this time)


High
-
growth e
-
commerce sites get 19% of their overall traffic from SEO and 32% from paid search ads


45% of the people who bought online found the website via a search engine


68% of online shoppers distrust an unprofessional web site


People who spend five or more hours per week online average an astounding 71% of their time searching for information


The average web

site gets 73% more overall traffic within six months of being optimized


180 million searches performed during primetime vs 3 million on TV … where are the eyeballs


Total Internet spending in 2005 was $143 billion up from $117 billion in 2004 (22% increase, which still represents less
than 1% of retail sales)


Online research (search engines, etc.) influences more than $400 billion in in
-
store sales, and that figure will
rise to $1.1 trillion by 2012



U.S. Internet access penetration is 64% of households

The best way to find new customers…

is to simply let them find you!


Search Engine Facts

Search engine optimization services ranked #1 promotional strategy used by e
-
commerce web sites.

-
ActivMedia Research, 2005


“97% of Fortune 100 companies has some type of site architecture problem that might give them problems being

found by search engines.”

-
iProspect


85% of qualified internet traffic is generated through search engines.

75% of searchers never look further than page 1.

-
Georgia Institute of Technology


Users looking for products are far more likely to type the product name into a search engine's search box (28%)

than browse shopping "channels" (5%) or click on ads (4%).

-
Jupiter Media Metrix & NPD, March 2006


Web users report searching the Internet (57%) and looking for product information (46%) more often in

an average day than any other activity except email.

-
Statistical Research Inc. February 2005

The best way to find new customers…

is to simply let them find you!


Search Engine Facts

Did you know…


The difference between buyers and information searchers:



Consumers view a search result for 1.1 second.


100% view the organic search results.


96% view the top (three) sponsored search results.


35% view the sponsored search results on the right.


Buyers

view more search results (10) and take more time to view the results
(11.4 seconds). They also focus on familiar brand names.


Information searchers

view fewer search results (8) and spend less time
on a result (9.4 seconds). They pay more attention to content than to brand
names.

The best way to find new customers…

is to simply let them find you!


Search Facts

We are no longer only a nation of sellers…We are becoming a nation of buyers.


Hunters have become the hunted …


The best way to find new customers…

is to simply let them find you!


Search Engine Marketing


Increase sales leads; over time will increase revenues; payback
period is typically less than 3 months for Organic campaigns
and less than 2 weeks for PPC campaigns with typical ROI
numbers exceeding 800%


Raise brand awareness


Get positioned above your competitors on the most
-
visited
web sites


Attract new markets for your products and services


Teach you how your markets think

The best way to find new customers…

is to simply let them find you!


How Will SEO Benefit Me?

The best way to find new customers…

is to simply let them find you!


Pay for Performance

Search Engine Optimization

GHI’s Pay Per Performance (PfP) service permits clients to pay for
their SEO services as specific benchmark requirements are met.

The PfP service has three fee structures:

1.
One Time PPC Setup, Strategic Research and Re
-
Engineering Fee: $4,000

2.
Monthly Flat Fee to run Organic and PPC Campaign Management: $900

3.
Monthly PfP Earnings Fee (if performance achieved): Variable*


* nvoiced within one week from months end after client signs off to performance metrics for Rankings, Traffic, Leads, and Sa
les
.

Each benchmark carries a fee based on performance for that
benchmark, with maximum allowable payouts per month.

The best way to find new customers…

is to simply let them find you!


Pay for Performance

Search Engine Optimization

PfP Based on Rankings



GHI
will track 40 separate search terms on a monthly basis



At the end of
each month GHI will deliver a monthly rankings report



For every search term that ranks at positions 1
-
3 for Google, Yahoo or MSN, GHI is paid $50 for
that ranking for that engine for that month



For every search term that ranks at positions 4
-
10 on Page 1 of Google, Yahoo or MSN, GHI is
paid $25 for that month



All PfP earnings from Rankings are capped at $500 max per month

Rankings Bonus
: If 30 out of 40 terms are on Page 1 for Google, Yahoo and or MSN, GHI
receives a one time bonus of $1,000

The best way to find new customers…

is to simply let them find you!


Pay for Performance

Search Engine Optimization

PfP Based on Traffic



GHI
will run a baseline search engine traffic report in Google Analytics at the end of the first full
month of service



Each month thereafter we will run a search engine traffic report for the previous full month. For
every percentage point of increased search engine traffic over the previous month, GHI will
receive $10. Example: GHI increases traffic from Google, Yahoo and MSN by 5% between
January and February. We will be paid $50 that month for reaching this traffic benchmark



All PfP earnings from Traffic are capped at $500 max per month

Traffic Bonus
: If within 6
-
12 months GHI increases traffic by 75% or greater, GHI receives a one
time $1,000 bonus

The best way to find new customers…

is to simply let them find you!


Pay for Performance

Search Engine Optimization

PfP Based on Leads



At the end of every month GHI will run an analytics report indicating how
many white paper registrations came from either search or from an inbound
link GHI created from directories, social networks, blog sites, etc.; GHI will
receive $5 per registration



Each registration for any new client
-
created KPI that originates from
search or GHI created inbound links will pay GHI $5 per registration



All PfP earnings from Leads are capped at $500 max per month




Pay for Performance

Search Engine Optimization


Metric

Defined

Price

Control

Rankings

Page 1 Rank

Positions 1


3


Positions 4
-

10

$50 / Search

Term / Mo

$25 / Search

Term / Mo

GHI
-

most

Traffic

Site Visits

Per % point

increase from

Baseline

$10 per % Pt.

Increase Over

the Baseline

GHI
-

some

Leads

White Paper

Registrations

Quantity

$5 / Registration

Little

Sales

Purchases

Qty or $

TBD*

Least

The best way to find new customers…

is to simply let them find you!




Success Stories




Tire retailer grew web site traffic 600%; orders into call
center grew 300%



Online furniture store grew revenues 900% within 24
months



Logistics firm attributed 70% growth to internet sales



Non
-
profit increased unique visitors from 600,000 to
3.2M



Major clothing retailer landed at the top of the Search
Engine results pages in less than 2 months



Manufacturing client increased sales leads by 1000%



Distributor client achieved $250,000 in new sales
within 2 months



Industrial manufacturer of arc furnace electronic devices
generated $1M in internet sales within first 9 months.

By the numbers…



First Client 1997: Early Adopter



Managed more than 650 SEM Campaigns



Largest Competitive Web Firms in town


Outsource 100% of their SEO Projects



200+ SEM Partners worldwide & growing



SEM represents 60% Internet Revenues



7 Staff Members dedicated to SEM



The best way to find new customers…

is to simply let them find you!


SEO Experience/Success Stories

Directly Competitive Web Design Partner …


“GHI’s SEO Services are flat out better than several nationally acclaimed Internet
Marketing Houses located in California and NYC; I should know, I used those agencies for
my clients and thankfully switched to GHI recently.


My clients’ projects are experiencing
better ROI with significantly improved project planning and reporting; GHI is cheaper, and
I doubled my company’s residual income from these services while reducing my clients
expenses by more than 40%.


Quite frankly, GHI does not charge enough.”




Directly Competitive Web Design Partner …


“Within 18 days of signing my GHI VASP Program Contract I generated a 300% return on
my entire VASP investment.


I earned 100% of my investment back and generated $3,000
in bottom line profit!


My payback period was less than 3 weeks after closing just ONE
web site design and development deal leveraging GHI's International Vendor Program.


I
can't imagine the profit and revenue from this program after 3
-
5 years reselling not just
one web service, but 10, or 20 other products and services.


Thank you Pete Radke for
introducing me to this excellent add
-
on program to my core business."



Make Yesterday’s Work Keep Working for Your Tomorrows


What our Partners say…

IT Consulting Partner …


“We have been in partnership with GHI for three years remarketing their
SEM, Email, and Web Design Services; every year we generate more than
$150,000 in revenues wholesaling these services.”



“We also consume GHI’s SEO Services and as a result have had to hire an
additional inside sales rep to handle the increase of online leads Google and
GHI’s SEO Services generated.”


Marketing Ad Agency Partner …


“Their telecom solutions have generated more quality, high profit residual
income to our business than any product or service we have ever brought to
the market.”




What our Partners say…

Make Yesterday’s Work Keep Working for Your Tomorrows



Business Growth Advisor Partner …


“GHI’s entrepreneurial spirit is embedded in their supportive partnering
infrastructure


flexible to our needs, responsive to our clients, and easy to
work with; not to mention, their products work while providing significant,
profitable margins for my business.”




Frank is an entrepreneurial dynamo, a technology veteran, and a driven
service provider. His vision as an implementer and distributor of technology
solutions makes him someone you not only want to do business but should
do business with. His services are great and his value is terrific. Don't just
watch what Frank is doing for your business, watch what he is doing with
GHI and you we be a double winner!”




What our Partners say…

Make Yesterday’s Work Keep Working for Your Tomorrows




AmishWareHouse.com

American Coffee Services

A Schulman

Ashland University

AtomicBox Logistics

Atromick

Auburn Environmental

Bacons Information

Brilliant Learning Centers

Calfee, Halter & Griswold

Callos Companies

Cardinal Commerce

Catan Fashions

CBIZ


Charter One Bank

Chico’s

Coldwell Banker

Computer Sciences
Corporation

Conrad’s Tire

Copperloy

Coral Company

Ellin LaVar Textures

Encompix

Ganaden Bio

Gerspacher Real Estate

Great Lakes Computer

Greater Medina Chamber
of Commerce


Guardian Industries

HomeOfficeDirect.com

HH Greg

Hoffman Group

Honeywell Corporation

IHomeSchool.com

Interlake Stamping

Jetdock

Martindale Electric

National City Bank

No Child Left Behind

PayItAllOff.com

Rick Santorum, US
Senator

Rocky Outdoor Gear


Speith, Bell, McCurdy &
Newell

Stanley Proctor

Taft Law

Tape Rental Library

The Coral Company

Time Warner Cable

Tradesman International

Trillium Creek

Vernon Law

Watteredge

Westminster Academy

White Hat Management

Worthington Precision


Over 650 SEM
Engagements since 1997

The best way to find new customers…

is to simply let them find you!


SEM Partial Client List


Do we know what keywords searchers are actually using in our markets?


Do we know how many potential customers are searching for our products and services each
month?


Do we know how to differentiate our site from our competitions so searching customers find
us and not them?


Do we have actual page content on our site for all of our products and services?


Do we have Title Tags using effective keywords


Do we know what keywords our competition want to be found on? And why? Are the
focusing on better keywords than we are?


Do we know how many site visitors we get per month?


Do we know how many search engine visitors we get per month; do you know what keywords
customers are using to find us when they visit search engines?


Do we use META Description tags?


Do we have any links coming to our site?


Are we listed in the Yahoo directory and in the Open Directory Project?


Is each page in our site linked to every other page?


Do we have a site map?

The best way to find new customers…

is to simply let them find you!


10 Things Every Business Should

Ask About Their Web Site

The best way to find new customers…

is to simply let them find you!


SEO Engagement Methodology

Strategy

Re
-
Engineering

Continuous

Improvement

Conversion


Define business, target
markets, and products


Define goals and success
metrics


Market research


Competitive analysis


Current site analysis


Site architecture consulting


Navigation system
redevelopment


New page development


Code development


Content development


Inbound/outbound link
building


Analytics


Reporting & strategic
sessions


Site Traffic analysis



Landing page development



Content development


Organic SEO: Start Position & Finish Line

STRATEGY PHASE
: 2 WEEKS

Phase:

Strategy

Search Term Selection

Current Site Analysis

Description:

Who are you? Why does anyone
care? Who are those who care? How
do you reach those who care? How
do you find more who might care?
What are your business objectives?
What return is expected from your
web properties?

What keywords and phrases do
you think describe your business?
What does the market already
know about those terms? What
does the market say are the terms
they use to find your products /
services?

Where does your existing site rank
in comparison to your views and
the views of the marketplace?
Where do your competitors rank?
Why? What is the plan for securing
higher rankings for your site(s)?

Deliverable:

Target Market Report

Search Term Analysis and
Recommendations Report / Final
Search Term Report

Baseline Report

The best way to find new customers…

is to simply let them find you!


Organic SEO: Start Position & Finish Line

RE
-
ENGINEERING PHASE

: 1
-
4 WEEKS

Phase:

Code and Content Development

Description:

GHI will provide web site code development to optimize each web site page for Search Engine indexing and rank. GHI
may also provide content, navigation system, and site architecture consulting as required.

Deliverable:

Action Items Report

The best way to find new customers…

is to simply let them find you!


Organic SEO: Start Position & Finish Line

CONTINUOUS IMPROVEMENT PHASE
: MONTHLY

Phase:

Code Development

Content Development

Inbound Link Development

Description:

GHI maintains the code on your
web site to adhere to Search
Engine ranking specifications and
best practices.
Click here for
monthly maintenance action items
list.

GHI helps you develop robust
content that is both valuable to
end users and impacts your
Search Engine rank.
Click here
for monthly maintenance action
items list.

GHI helps identify, approach, and
secure effective link partners,
increasing site value and content.
This provides another critical
element for the criteria engines
use to improve site ranking.
Click
here for monthly maintenance
action items list.

Deliverable:

Quarterly Maintenance Report

Quarterly Maintenance Report

Quarterly Maintenance Report

Reporting:

Quarterly Maintenance Reports will provide action items, site information, and ranking statistics, which track the rankings o
f
your web properties in the major Search Engines. GHI will collaborate quarterly to discuss SEO Plan progress, engine dynamic
s a
nd
trends, changing product lines, and company needs adjusting our SEO Plan as needed.

The best way to find new customers…

is to simply let them find you!


Organic SEO: Start Position & Finish Line

CONVERSION PHASE
: MONTHLY

Phase:

Analysis

Landing Page Development

Content Development

Description:

GHI analyzes your web site log files
to determine where your traffic
originates, how visitors arrive at
your site, where they come from,
and how they navigate through your
site. We also analyze existing
landing pages to determine their
effectiveness and their role in future
conversion campaigns.

GHI creates new pages within
your web properties for Search
Engine Optimization, Pay Per
Click, email or offline marketing
campaigns.

GHI optimizes your new and
existing landing pages for optimal
search engine rank, and continue
to build new content into your web
site to increase the number of
potential landing pages that can
exist from our SEO efforts.

Deliverable:

Site Traffic Analysis

Action Items Report

Action Items Report

The best way to find new customers…

is to simply let them find you!



Complement to
Natural

SEO


PPC becoming increasingly important component as more SE’s
attempt to create additional revenue channels


More visibility / prominence


Positions above
Natural

placements


Immediate placement


Real time tracking & reporting


Negative: Costly in relation to SEO and prices keep increasing

The best way to find new customers…

is to simply let them find you!


PPC: Paid Placement


Quick Start PPC™
advertising services connect you with new
customers at the precise moment when they are looking for your
products or services. Your ads reach more than 80% of Internet
users. And Quick Start PPP


results are immediate and easy to
justify on any budget.


Pay Per Performance motivates and rewards GHI to produce an
effective mix of PPC campaigns, PPC ads, landing pages and
analytic tools to generate specific actions named “conversions” .

PPC

Quick Start PPP™

is for demanding PPC campaigns that
require sophisticated management, with proactive
recommendations, and analysis. Quick Start PPP™ includes the
following:


Review and Setup Account Structure

Setup Unlimited Campaigns, Ad Groups, Ads and Keywords

Geographic and Language Preferences

Seasonal and Time of Day Preferences



Monthly Ad Optimization

A
-
B Split Performance Monitoring

Dynamic Keyword Insertion

Optimize Ad text



Monthly Keyword Management
and Expansion up to 1000 Keywords

Bid Placement

Set position preferences

Keyword research and expansion



Monthly Campaign Performance Reporting

Reporting and management to maximize Conversions, Click Thru Rates, and Impressions

Bid Management to Minimize costs

Set improvement goals and action plans






What does Quick Start PPP™ include?


Test keywords, engines, and copy to maximize performance


Optimize placements real
-
time and establish campaign “rules”


maximum position, time of day targeting, etc.


What keywords are just generating ‘visits’ and what keywords are
generating actual requests/leads?


Are there any traffic
-
generating keywords in the current list that are
being missed?


Is it always necessary to secure top placement in Yahoo? Are you
generating similar ROI at lower position or through natural SEO
placements that are not pay
-
per
-
click based?

The best way to find new customers…

is to simply let them find you!


PPC: Keys to Success

Organic and Pay Per Click

Search Engine Marketing Comparative Matrix

Data
Organic
PPC
Example
Growing a tree
Launching a rocket
Keywords Target
20 Keywords
Unlimited Keywords
Message
Unlimited
Four Lines
Speed
Slow
Fast
Cost
Inexpensive
Expensive
Rankings
Earned
Purchased or Auctioned
Control
Rely on Google
Flexible, Full Control
Geographic Target
No
Yes
Target
World-wide
Geo-Target
Time frame of rank
Always are there and changing
Scheduled

Title tag development


META Description/Keywords tag development


ALT attribute development


Page header content


Page content recommendations and
development


Specific page development


Inbound / outbound linking strategies


Inbound link development


Internet partnership development


Submitted and listed in DMOZ, Jayde,
Business.com and other relevant major
directories


Submitted and listed in relevant industry
directories


Internal linking structure improvements


META revisit tag development


Dynamic page re
-
development


Site map development


Micro
-
site development


Search term analysis and recommendations


Competitive analysis


Pay per click ad development


Pay per click landing page analysis


Pay per click budgeting and budget
optimization


Traffic pattern analysis


Site statistics


Landing page management/development


Business intelligence identifying navigational
behavior


Site ranking reporting


Site traffic reporting


Site sales data collection and processing


The best way to find new customers…

is to simply let them find you!


Maintenance Stage Action Items

Questions


Pete Radke, VP, Client Services

Pradke@GriffithHoldings.com

330
-
441
-
4170



Pete Kever, Co
-
Founder & Principal

Pete@GriffithHoldings.com

330
-
723
-
3136


Aaron Powell, Consultant

Aaron@GriffithHoldings.com

330
-
723
-
3136


Frank Griffith, CEO

Frank@GriffithHoldings.com

330
-
723
-
3136 x 4777