SEM/SEO

panicyfewInternet and Web Development

Nov 18, 2013 (3 years and 4 months ago)

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SEM/SEO
Tracy Smith
Vice President, Performance Marketing
SEM/SEO is About Prominence on Major Search Engines
Combined, these search engines essentially reach
all Canadian internet users
Combined, these search engines essentially reach
all Canadian internet users
Paid Results (SEM) Appear Based
on Relevance and Cost Per Click
Search Engine Marketing (SEM) is about making
businesses appear in Paid Listings
Search Engine Marketing (SEM) is about making
businesses appear in Paid Listings
Organic Results (SEO) Appear Based on Relevance& Credibility
Search Engine Optimization (SEO) is about making
businesses appear in Organic Listings
Search Engine Optimization (SEO) is about making
businesses appear in Organic Listings
The Canadian SEM/SEO Market
Will Reach the $1 Billion Mark in 2012
Source: IAB and Magna 2010 Advertising Forecast
2008A2009E2010E2011E2012E2013E2014E
SEO
SEM
$602 M
$621 M
$857 M
$1.2 B
$1.0 B
$1.1 B
84%
84%
85%
84%
84%
84%
84%
$756 M
By 2010 SEO/SEM will represent 35% of online media spend
By 2010 SEO/SEM will represent 35% of online media spend
16%
16%
15%
16%
16%
16%
16%
SME’s That Have Used SEM or SEO
Believe They Offer a High ROI
86%
85%
0%
20%
40%
60%
80%
100%
SEOSEM
Source: YPG CRM advertisersurvey, January2010
SEM and SEO generate the highest perceived ROI after email
marketing (87%). Trackabilityof results likely contribute to this
perception
SEM and SEO generate the highest perceived ROI after email
marketing (87%). Trackabilityof results likely contribute to this
perception
The SME Market Is Fragmented and Underserved
SEMWeb DesignInteractive
Advertising
Comm. (traditional)
Corporate
Full Service Advertising Agencies
Interactive Advertising
Agencies
Small
Medium
SEM
Specialist
Agencies
Enterprise
SEM
Specialists
for SME’s
SEM & Web
Design
Specialists
Highly fragmented
Underserved market
Limited number of “big”
players
SEM offered as part of larger
advertising play
Highly fragmented &
competitive
YPG Has the Needed Assets to Win in The SEM/SEO Space
This is an extension of directional media
We are the reference in local search
We know how to service SMEs
We have coast to coast sales presence
Improves ranking on Google,
Yahoo, Bing
Prominence on Google,
Yahoo, Bing
All about leads, not just clicks!
All about leads, not just clicks!
SEM
Solutions
SEO
Solutions
Moreover YPG Has the Product Offering
to Best Serve SME Needs
Introducing Search Engine Solutions…
SEM
User Enters Keywords
Paid Listing -Ad Campaign
Unique URL
Customer’s Unique Campaign Page -Trackable
Unique URL
Mirror of Customers Website -Trackable
Unique URL
SEMAdvertiser Reports
SEO
YPG SEO Offer
Information is relevant, consistent and
easy to find throughout the website.
Good quality, relevant, inbound links
give credibilityto the website.
On Page Factors
Off Page Factors
Both help make sure search engines see website as a good,
reliable source of information by search
Both help make sure search engines see website as a good,
reliable source of information by search
What Search Engines Look For
Landing page optimization
Create Title & Meta Tag Edits
Website Copy Edits
General Directories
Article Creation and Distribution
Social Links and sharing
Blog Post Creation and
Distribution
Emphasis is on Off Page Factors that represent approximately
70% of organic ranking
Emphasis is on Off Page Factors that represent approximately
70% of organic ranking
Recommendations to improve website
content and how it is recognized by
search engines
Creating inbound links to a customer’s
website (from directories, blog posts, etc.)
On Page Factors
Off Page Factors
SEO Case Study
BEFOREYP SEO
12th
on Google
5th
on Yahoo
3rd
on Bing
WITHIN 4 MTHS
3rd on Google
1st on Yahoo
1st on Bing
Vending Machine Company –Toronto Optimized site for ‘vending machine toronto’and ‘vending machines toronto’
Average of 2,900 ‘exact’searches monthly
SEO Advertiser Reports
SEO Advertiser Reports
WEBSITES
Coming soon…