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Search Engine Marketing Free Traffic for Your Web Site

Search Engine Marketing Free Traffic for Your Web Site. Paul Allen, CEO paul@10xmarketing.com. 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.

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Search Engine Marketing Free Traffic for Your Web Site

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  1. Search Engine MarketingFree Traffic for Your Web Site Paul Allen, CEO paul@10xmarketing.com

  2. 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 Internet Usage Is Soaring! Source: www.glreach.com

  3. Most Popular Online Activities • Email (95%) • Search Engines (88%) Source: NFO/Research

  4. 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

  5. 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)

  6. You Want Complicated? Where Do Search Results Come From? Primary Search Results Secondary Search Results Directory Results Paid Results

  7. Search Engine Referrals to Shopping Sites: 2001 - 2002

  8. The Significance Of The Internet Survey Results: “Which Brand Has Affected Your Life The Most?”

  9. Notice how many sites there are from this search. How many are you going to look at before you buy?

  10. Notice how many sites there are from this search. How many are you going to look at before you buy?

  11. 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

  12. “Pay Per Click” Sponsored Sites

  13. “Pay Per Click” sample pricing for keywords involving conference calling.

  14. 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

  15. 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

  16. Search Rankings pre-Google • Title <title> • Heading <h1> • Position of keywords on page • Repeated text • Metatags <meta keywords=> • Hidden Text • Alt Text <alt=>

  17. 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

  18. Essential Tools • Google Toolbar • Marketleap.com • How Many Pages on Your Site Are Indexed? • How Many Links are there pointing to your Site?

  19. 10x Marketing Approach • Analyze the Value of Keywords • How many queries per month? • What is the conversion rate? • 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? • Create Keyword List

  20. 10x Marketing Approach 4. Design Web Site Around Keywords 5. 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

  21. Example: Ranking History For “affiliate marketing” April 2003 January 2003

  22. Top Rankings Matter! Marketshare Report 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!

  23. Search Engine MarketingFree Traffic for Your Web Site For a copy of this presentation or for a free keyword analysis please email me at: paul@10xmarketing.com

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