Search Engine Marketing
Free Traffic for Your Web Site
Paul Allen, CEO
paul@10xmarketing.com
The Significance Of The Internet
Internet Usage
Is Soaring!
• 649 million users
worldwide
• 88 million (14%)
increase from previous
year
• International markets
are growing even faster
than English markets
Source: www.glreach.com
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
Inktomi
FAST
Altavista
Teoma
3,083,324,652
3 billion
2,112,188,990
1 billion
350 million
Source: Online (Magazine)
You Want
Complicated?
Where Do
Search
Results Come
From?
Primary Search
Results
Secondary
Search Results
Directory Results
Paid Results
Search Engine Referrals to
Shopping Sites: 2001 - 2002
45
40
35
30
Google
25
Yahoo
20
MSN
15
AOL NetFind
Netscape
10
5
0
Dec. 1, 2001
Dec. 1, 2002
The Significance Of The Internet
Survey
Results:
“Which Brand
Has Affected
Your Life The
Most?”
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 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
Example: Ranking History For
“affiliate marketing”
January 2003
April 2003
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
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Domain
hertz.com
bnm.com
thrifty.com
nationalcar.com
budget.com
inktomi.com
enterprise.com
goalamo.com
yahoo.com
avis.com
orbitz.com
dollar.com
alamo.com
paylesscarrental.com
rentalcars.com
evrental.com
specialtyrentals.com
freeways.com
thrifty.com.au
800-payless.com
(Other Domains)
AltaVista
20,066
40,238
30,627
27,459
Inktomi
Google
FAST
8,976 384,437 32,951
1,584 310,507 22,135
297,199 43,090
303,114 33,796
199,611 2,533
115,886
5,280
36,965 19,432
5,280
51,751 4,223
4,224
6,917 44,358
844
40,132
15,525
42,245
7,393
928
3,168
528
38,443
2,617
Top 10 sites are
22,179 2,533
getting
50%
to 70%
1,161
22,179
844
1,056
16,264
of the visitors! 84
1,056
528 14,786
928
580 14,786
928
15,525
84
14,786
13,518
Total
446,431
374,464
370,917
364,369
202,144
115,886
61,677
61,254
56,343
55,657
50,566
44,756
24,712
24,185
17,404
17,298
16,295
15,609
14,786
13,518
582,230
Percent
15.23
12.78
12.66
12.43
6.9
3.95
2.1
2.09
1.92
1.9
1.73
1.53
0.84
0.83
0.59
0.59
0.56
0.53
0.5
0.46
19.87
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:
paul@10xmarketing.com