2 Agenda I. GHI Corporate Background What is SEM? Why Should I Care About SEM?How Will SEM Benefit Me?Who Is Already Benefiting From SEM?SEM Experience / Success StoriesSEM Engagement MethodologyOrganic SEM: Start PositionTM & Finish LineTMPPC: Paid PlacementQ & A
4 Helping Companies Connect Smarter™ Helping more than 5,000 clients Connect Smarter™ with their markets through a customized combination of Internet, marketing, and telecom services.Helping Companies Connect Smarter™
5 Helping Companies Connect Smarter™ SubsidiariesGHI Internet Services is an interactive media firm specializing in website design, Internet marketing, and ASP solutions serving more than 650 clients worldwideGHI Marketing Services is a senior management advisory firmGHI Telecom Services is a telecommunications expense management firm providing voice, data, and IP services saving $18,000,000 for 4,200 clientsGHI International Services is a distribution and outsourcing firm headquartered in West Africa providing international sales organizations distribution rights to GHI products and servicesHelping Companies Connect Smarter™
6 Helping Companies Connect Smarter™ Managed EnterprisesAutomation Technologies Consulting is a software consulting firm specializing in object and component-based development for F100 companies in Northeast OhioHelping Companies Connect Smarter™
7 Helping Companies Connect Smarter™ At A Glance$5M in sales5,200 customers in 34 states and 7 countries70+ products & services250+ Partners & Google: Multi-channel strategyWeb Design and Internet Marketing Preferred Vendor for NOACC, Northern Ohio Area Chamber of Commerce, representing 120+ chambers and 125,000 commercial membersHeadquartered in Medina, Ohio with International office in West AfricaHelping Companies Connect Smarter™
8 Helping Companies Connect Smarter™ SpecificsGHI: By the numbers…5,200 clients worldwide60+ Internet products10+ Telecom products6 Marketing services12 Staff + 5 Interns60+ Web Partners200+ Telecom Partners8 web properties2 officesGHI: Recognition & Awards…2006 Cascade Capital Business Growth Award: 5 years growth > 100%2006 Team NEO Success Award: Top 58 Firms for profitability2005 Distinguished Marketing & Sales Award2005 Small Business of the Year, Medina County2005 Team NEO Success Award: Top 42 Firms for growth2005 Crain’s “ Who’s Who in Technology”2005 Weatherhead 100: 15th fastest growing company in NEOH2004 Weatherhead 100: 8th fastest growing company in NEOH2004 Entrepreneur of the Year, Medina County, Honorable Mention2003 Crain’s Top 25 Web Design Firms2002 Top 30 Largest Qwest Telecom Brokers, NationwideHelping Companies Connect Smarter™
10 Internet Marketing Services The best way to find new customers…is to simply let them find you!
11 SEM Experience / Success Stories By the numbers…First Client 1997: Early AdopterOver 250 SEM Engagements150 Search Engine Marketing Clients Worldwide, including Singapore, UK, Ireland, West Africa, and ChinaLargest Competitive Web Firms in town Outsource 100% of their SEO Projects60+ SEM International Partners & growingSEM represents 50% Internet Revenues7 Staff Members dedicated to SEMSuccess Stories…Tire retailer grew web site traffic 600%; orders into call center grew 300%Online furniture store grew revenues 900% within 24 monthsLogistics firm attributed 70% growth to internet salesNon-profit increased unique visitors from 600,000 to 3.2MMajor clothing retailer landed at the top of the Search Engine results pages in less than 2 monthsManufacturing client increased sales leads by 1000%Distributor client achieved $250,000 in new sales within 2 monthsThe best way to find customers… is to simply let them find you!
12 SEM Partial Client List Advanced Urology AssociatesAdvantage ContactsAJ MarketingAlbums, Inc.AmishWareHouse.comAmerican Coffee ServicesANS CorpAshland UniversityAtomicBox LogisticsAtromickAuburn EnvironmentalAutomation TechAyrshireBacons InformationBridges Bus ConsultancyBrilliant Learning CentersCalfeeCallos CompaniesCarnegie Insurance ServicesCaster ConnectionCatan FashionsCharter One BankCIDMAConrad’s TireConnie GlaserCopperloyCoral CompanyCramer Real EstateCube CoachDAACDelahayeDolphin ElectricDorothy LeedsDr. Robert RosensteinDynatechEllin LaVar TexturesEncompixFreedom ChapelFulcrum ConsultingFurnitureWholesalersGerspacher Real EstateGolfersPainReliefGrafix PlasticsGreat Lakes ComputerGuardian IndustriesHomeOfficeDirect.comIHomeSchool.comIQ DigitalImbert CorpInterlake StampingJohnny ApplestixLydia LearnMarshall Goldsmith PartnersMartindale ElectricNational City BankNCLB TutorsOHDELAOhio PoolPat GearyPDELAPayItAllOff.comPB&GRCG ConsultingRocky Outdoor GearSally HelgesenSimma LiebermanSouthport ServicesSpeith, BellStylmarkStyx Valley VinylSusan RoaneTaft LawTape Rental LibraryTechnicoTechnology4bizTenth FloorThe Cruise CoThe PlaceTiger GeneralTrust TitleTurning TechnologiesWater’s Edge ApartmentsWatteredgeWestminster Academy MemphisWhite Hat ManagementWhite Hat OnCampusZinck's InnZion IndustriesThe best way to find customers… is to simply let them find you!
13 The best way to find new customers… is to simply let them find you! What Is SEM?Search Engine Marketing (SEM) is an empirical, data-driven internetmarketing process that helps companies position their web propertieson Page One of Google, Yahoo, MSN, and AOL … out in front of theircompetition, for specific keywords and phrases, that proactivelysearching buyers / researchers have already typed into the majorsearch 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. And SEO and Google will work all day long, every day, worldwide, for you, and never stop, never quit, never complain, and never argue about commissions or performance.The best way to find new customers…is to simply let them find you!
14 Why Should I Care About SEM? The market is shifting from a Nation of Sellers to a Nation of BuyersSignificant sales channel with unmatched ROI than many traditional sales channels / methodologiesMake the fastest growing companies in the world work for you, all day long, for less than one FTEs healthcare costsIt works; it’s cheap; it’s a 24 hour brand machine working for you all day long, worldwideBut don’t believe me….let’s look at the FACTSThe best way to find new customers…is to simply let them find you!
15 Search Engine Facts It Took… The best way to find new customers… 37 years for radio to reach 50 million users34 years for the telephone to gain 50 million customers13 years for television to have 50 million viewers.It took the Internet less than 5 years to reach that same mark.Now, with an estimated 1.25 billion users online, there is a huge marketingpotential for businesses to market and sell their products and services via theWorld Wide Web.Time to Market is shrinking….Market Opportunity is growing.Website optimization and search engine placement is targetable, trackable,flexible and interactive.The best way to find new customers…is to simply let them find you!
16 The best way to find new customers… is to simply let them find you! Search Engine FactsDid you know…Six out of seven sales resulting from search engines originated in the organic search listings84% of Internet users (107 million Americans) start at a search engine80% of all first-time visitors to your web site are the direct result of search engine queriesThe 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.The Internet is now the #2 source for consumers to learn about new products and services.Over 500 million searches are performed every day on the Internet worldwideOver 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 engine68% of online shoppers distrust an unprofessional web sitePeople who spend five or more hours per week online average an astounding 71% of their time searching for informationThe average web site gets 73% more overall traffic within six months of being optimized180 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)U.S. Internet access penetration is 64% of householdsThe best way to find new customers…is to simply let them find you!
17 The best way to find new customers… is to simply let them find you! Search Engine FactsSearch 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 themproblems being found by search engines.”-iProspect85% of qualified internet traffic is generated through search engines.75% of searchers never look further than page 1.-Georgia Institute of TechnologyUsers looking for products are far more likely to type the product name into a search engine's searchbox (28%) than browse shopping "channels" (5%) or click on ads (4%).-Jupiter Media Metrix & NPD, March 2006Web users report searching the Internet (57%) and looking for product information (46%) more often inan average day than any other activity except .-Statistical Research Inc. February 2005The best way to find new customers…is to simply let them find you!
18 Search Engine Marketing We are no longer a nation of sellers…We havebecome a nation of buyers.Hunters have become the hunted …The best way to find new customers…is to simply let them find you!
19 The best way to find new customers… is to simply let them find you! How Will SEM Benefit Me?Increase sales leads; over time will increase revenues; payback period is typically less than 3 months with ROI numbers exceeding 10,000%Raise brand awarenessGet positioned above your competitors on the most-visited web sitesAttract new markets for your products and servicesLearn how your markets thinkThe best way to find new customers…is to simply let them find you!
20 The best way to find new customers… is to simply let them find you! SEO ROI Calculator*Number of SearchesAverage Dollar ValueCost Per MonthRevenue Per MonthROI5,000$1,000$50,0005,000%* Calculations based upon a 10% click through rate and a 10% rate of closure on new business.The best way to find new customers…is to simply let them find you!
21 10 Things Every Business Owner Should Ask About Their Web Site Do we know how many customers are searching for your products and services each month?Do we have actual page content on your site?Do we have Title Tags using effective keywords; do you know what keywords searchers are actually using in your markets; do you know what keywords your competition want to be found on?Do we know how many site visitors you get per month?Do we know how many search engine visitors you get per month; do you know what keywords customers are using to find you?Do we use META Description tags?Do we have any links coming to your 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?
22 SEM Engagement Methodology The best way to find customers… is to let them find you!
23 Organic SEM: Start Position & Finish Line PLANNING STAGE: 2 WEEKSPhase:StrategySearch Term SelectionCurrent Site AnalysisDescription: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 ReportSearch Term Analysis and Recommendations Report / Final Search Term ReportBaseline ReportThe best way to find customers… is to let them find you!
24 Organic SEM: Start Position & Finish Line EXECUTION STAGE: 1-4 WEEKSPhase:Code and Content DevelopmentDescription: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 ReportThe best way to find customers… is to let them find you!
25 Organic SEM: Start Position & Finish Line MAINTENANCE STAGE: MONTHLYPhase:Code DevelopmentContent DevelopmentInbound Link DevelopmentDescription: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 Status ReportReporting: Quarterly Maintenance Reports will provide action items, site information, and ranking statistics, which track the rankings of your web properties in the major Search Engines. GHI will collaborate quarterly to discuss SEO Plan progress, engine dynamics and trends, changing product lines, and company needs adjusting our SEO Plan as needed.The best way to find customers… is to let them find you!
26 Organic SEM: Start Position & Finish Line FINISH LINE CONVERSION STAGE: MONTHLYPhase:AnalysisLanding Page DevelopmentContent DevelopmentDescription: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, 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 AnalysisAction Items ReportThe best way to find customers… is to let them find you!
27 The best way to find customers… is to let them find you! PPC: Paid PlacementCompliment to Natural SEMPPC becoming increasingly important component as more SE’s attempt to create additional revenue channelsMore visibility / prominencePositions above Natural placementsImmediate placementReal time tracking & reportingNegative: Costly in relation to SEM and prices keep increasingThe best way to find customers… is to let them find you!
28 The best way to find customers… is to let them find you! PPC: Keys to SuccessTest keywords, engines, and copy to maximize performanceOptimize 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 customers… is to let them find you!
29 Maintenance Stage Action Items Title tag developmentMETA Description/Keywords tag developmentALT attribute developmentPage header contentPage content recommendations and developmentSpecific page developmentInbound / outbound linking strategiesInbound link developmentInternet partnership developmentSubmitted and listed in DMOZ, Jayde, Business.com and other relevant major directoriesSubmitted and listed in relevant industry directoriesInternal linking structure improvementsMETA revisit tag developmentDynamic page re-developmentSite map developmentMicro-site developmentSearch term analysis and recommendationsCompetitive analysisPay per click ad developmentPay per click landing page analysisPay per click budgeting and budget optimizationTraffic pattern analysisSite statisticsLanding page management/developmentBusiness intelligence identifying navigational behaviorSite ranking reportingSite traffic reportingSite sales data collection and processingThe best way to find customers… is to let them find you!