Using Search Engines to Market your Consultancy

woebegoneidealInternet and Web Development

Nov 18, 2013 (3 years and 9 months ago)

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Using Search Engines to Market your Consultancy






What are Search Engines?

“The search engine is the focal point of the
online experience for Internet users across the
spectrum”

Why Search is so important

1 trillion

documents on the world wide web

250 million

searches per day

Over half of all online purchases

start at a search engine

28% of all searches

on Google are
for product names

35% of all searches are commercial

73%

of searches
end in a purchase

Market Forecasts

Estimate UK search market size (£ millions)
-
100
200
300
400
500
600
700
800
900
2013
2023
2033
2043
2053
2063
2073
2083
Year
£m
2003

2004

2005

2006

2007

2008

2009

2010

% Growth of SEM in UK

SEM as % of Internet Ad Spend

91%
48%
57%
24%
12%
5%
2%
2%
46%
53%
66%
67%
64%
59%
53%
49%
UK Search market will continue to grow in size,
reaching £802m in 2010

2005 will see a 57% growth rate but growth will
slow down dramatically from 2006 as market
reaches maturity

SEM as a % of overall online ad spend will peak
in 2006 (at 67%),
tailing off to 49% by 2010

Search Engine Marketing

Jargon Busting

Marketer

Consumer


= Search

= Search Engine Marketing (SEM)

Pay
-
for Placement

(PFP)

Paid Inclusion (PI)

Per URL (site submit)

Trusted Feeds

Search Engine Optimisation

(SEO)

On the page (website)

Off the page

Solution

Organic
Results

Paid
-
for
Results

Natural
Visibility

Paid
-
for
Visibility

Strategy

Natural visibility


Crawler
-
based automated technology


Spiders are launched by the search engines to crawl the internet


Results returned to the engine and ranked on relevancy


Can take weeks to be found





Relevancy is determined by:


Quality and quantity of website content


Website build and architecture


Speed of page download


Link popularity


Natural Search

25 million competing pages

Natural Search

17 million competing pages

Benefits of Natural Visibility


Cost Efficiency


Traffic Increase


Easier site
navigation


Accountability

60

60

Pay
-
for
-
Performance Listings


Real
-
time auction of keywords


Overture, MIVA, Mirago


Google


(slightly different to real
-
time auction model)


Paid for on Cost per Click basis


Price driven by the market


The higher you bid the higher up you appear


Prone to bidding wars


Copy (titles and descriptions) optimised / changed regularly


Pay
-
for
-
Placement Opportunities

Awareness of Paid Listings

9%
74%
7%
3%
2%
5%
Most relevant results
Results paid for by an
advertiser
Just more search results
Links to previous searches
Other, please specify
Don't know
What do you think the listings circled in the above search results pages are?

83% of the
sample went on
to say they
would use paid
search listings

Instant and Guaranteed Traffic

Paid Search



A Paid Search
Campaign can go
live in days



Low risk


only pay
when a user clicks



Qualified traffic


users are actively
searching for
content relevant to
your site



Tactical



Understanding Demand

In 2005 there were:



102,000

searches
for “Management
Training”



28,000

searches
for “Management
Consultant”

Search Volume and Seasonality

"Flower"
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
Date
No. of Searches
2003 record: 10,753
searches on Tuesday
11
th

February

2004 record: 16,389
searches on Tuesday
16
th

March; almost
as many on
Thursday 18
th

March

Managing Paid Search


Advertisers can also
use 3
rd

party tracking
tools e.g. Dart Search /
Atlas Search allow:



CPA targeting


Bid updates of 12
times per day


Rule groups to
avoid bidding wars

Managing Search

Developing Search strategies


ROI or visibility?


Do we need to be ranked #1?


Is your brand strong enough
not

to be top of listings?



A tactical or long
-
term vehicle?


Ongoing lead generation


Targeting new audiences


Promoting new products


Purely direct response?


Search is increasingly used as a branding tool


“the majority of consumers expect leading brands to hold top search
listings, with 33% believing that those found in top spots ARE the big
brands” (iProspect)




Example Search Strategy

Cost Effective

Visibility

Now

Time

Traffic


SEO


focusing on Primary Terms


Directories


for homepage & single product pages

Pay for
Performance

Pay for
Performance

Pay for
Performance

Pay for
Performance

Tactical or
Campaign
Specific

Generating
Additional
Volume

Long
Term
Presence

Trusted Feed

Management


In
-
house:


SEO


internal technical resource required


PFP


credit card and direct search engine relationship


Dependent on campaign size



Agency:


SEO


consultancy or implementation


PFP


access to auto bid management


Specialists: e.g.


Understand how people search


Can assist with copy writing (knowing what works well)


Dynamic market forces


Agency discount


Integration

Putting Search at the heart of the
Communications Mix

Search has a significant impact
on other channels


and vice versa

Align Search with client’s other
marketing & advertising channels

Dovetail web development,
usability & accessibility for a
complete understanding of your
customer’s online needs

Maximising ROI for multiple
marketing & business units

(Retail, Brand, Direct)


Leveraging offline advertising


0

20

40

60

80

100

120

140

160

Searches for product x

Volume Daily Searches

TV Activity

Press Activity

The Future of Search



Market proliferation and sophistication


Launch of MSN Paid Search


Increased targeting options


Another buying point



Local Search



Pay
-
Per
-
Call and Pay
-
Per
-
Text


MIVA first to launch in UK



Mobile Search





Golden Rule of Search Marketing


Understand your audience and how they look for your product
or relevant information online


Don’t restrict efforts to keyword buying


Embrace Search as a marketing medium


Develop a strategy that capitalises on other advertising &
marketing


Be in control of your Brand


Understand latent and indirect response