Improving Online Visibility for Your Business Through Search Engine Marketing Welcome NMMA Members & the Marine Industry! December 8, 2009

Richard Harris Account Manager SearchEngineSmart (757) Presenter

The Current State of Digital Advertising Effectively Using SEO and SEM Marketing Questions and Answers Agenda

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Media Revenue Share Trends Sources: Bob Cohen/Universal McCann, Borrell Associates Inc. First Ten Years of TV First Ten Years of Internet

$15.2 billion in 2010 $14.3 billion in 2009 $12.7 billion in 2008 $8.7 billion in 2007 $5.6 billion 2006 $4.2 billion in 2005 $2.1 billion in 2004 Source: 2009 Borrell Associates Local Online Advertising Growth

Reached $38 billion last year! SOURCE: Borrell Associates Has surpassed… Billboards Magazines Yellow Pages Radio

2009 vs Ad Spending ($ billions) SOURCE: Borrell Associates Online Plays a Bigger Role

Are You Effectively Using the Web to Increase Exposure?

Online Formats in 2009 National

© 2009 Borrell Associates Inc., Q , Search and Video Local Interactive: Growth Categories

89% of U.S. Internet users use search engines. Source: Pew Internet & American Life Project 63% of consumers turn to the Internet first when looking for local products or services, 82% of them cited search as the most commonly used search tool, 41% use local “geographic modifiers” with search engines. Source: Nielsen Online Search engines are now the #1 resource used by consumers looking for products and services from local businesses. Source: Nielsen Online 82% of Local Searchers follow up offline via an in-store visit, phone call, or purchase, emphasizing the importance for marketers to integrate their on-and off line information. Of these 61% made purchases. Source: comScore / TMP Directional Marketing Why The Internet Matters

Increasing Online Visibility for Your Business

Not Ranking on the First Page of the search engines is just as ineffective as having a billboard in the middle of the desert… Can Customers Find YOUR Website?

Reaches people ready to make a purchase Immediately be exposed on first page of search engines Reaches people who are researching Earn exposure through rich content and site optimization SEM SEO SEO vs SEM Paid Search/Search Engine Marketing/Management (SEM) Organic Search/Search Engine Optimization (SEO)

SEO vs SEM SEOSEM

Increasing Online Visibility for Your Business with SEO

SEO-What You Need To Know Create unique, accurate Page Titles A title tag tells both users and search engines what the topic of a particular page is The tag should be placed within the tag of the HTML document Create a unique title for each page on your site Title Tags for Sea Ray’s Your Next Sea Ray Page

Stronger title page- Company Name & Label for each page, Could add Brands for a stronger title and more searchable SEO- Page Titles Poor title, Same Title on all Pages, no key products named

SEO-Title Tags Good practices for page title tags Accurately describe the page's content: Choose a title that effectively communicates the topic of the page's content Avoid: Choosing a title that has no relation to the content on the page using default or vague titles like "Untitled" or "New Page 1" Create unique title tags for each page: Each of your pages should ideally have a unique title tag, which helps Google know how the page is distinct from the others on your site Avoid: Using a single title tag across all of your site's pages or a large group of pages Use brief, but descriptive titles: Titles can be both short and informative. If the title is too long, Google will show only a portion of it in the search result Avoid: Using extremely lengthy titles that are unhelpful to users stuffing unneeded keywords in your title tags

Make use of the "description" meta tag Gives search engines a summary of what the page is about A page's title may be a few words or a phrase; a page's description meta tag might be a sentence or two or a short paragraph Good practices for description meta tags Accurately summarize the page's content: Inform and interest users if they saw your description meta tag as a snippet in a search result Avoid: No relation to the content on the page using generic descriptions like "This is a webpage" or "Page about boats“ Use unique descriptions for each page: Helps both users and Google, especially in searches where users may bring up multiple pages on your domain (e.g. searches using the site: operator). Avoid: Using a single description meta tag across all of your site's pages or a large group of pages SEO-Meta Tags

SEO-Index and Navigation

Links inside your site from the main page to pages inside the site help the search engines validate key words as well as bring searchers deeper in to your content pages. (breadcrumbs) Poor Stronger Links On Homepage To Other Pages

SEO-Index and Navigation Good practices for site navigation Create a naturally flowing hierarchy: Make it as easy as possible for users to go from general content to the more specific content they want on your site. Add navigation pages when it makes sense and effectively work these into your internal link structure. Avoid: Creating complex webs of navigation links, e.g. linking every page on your site to every other page Use mostly text for navigation: Controlling most of the navigation from page-page on your site through text links makes it easier for search engines to crawl and understand your website Avoid: Having a navigation based entirely on drop-down menus, images, or Animations Use "breadcrumb" navigation: A breadcrumb is a row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the root page

Make Pictures & Flash Work with SEO This site has Flash in header and in main body of the site as well as Inventory look-up Moving JPEG images in the header Flash middle with full motion JPEG moving images with URL mapping to an inventory landing page for each product

Pictures and Flash Work with SEO Good practices for images Use brief, but descriptive filenames and alt text: Filenames and alt text (for ASCII languages) are best Avoid: Using generic filenames like "image1.jpg", "pic.gif", "1.jpg“; writing extremely lengthy filenames; stuffing keywords into alt text or copying and pasting entire sentences Supply alt text when using images as links: If you do decide to use an image as a link, filling out its alt text helps Google understand more about the page you're linking to Avoid: Writing excessively long alt text that would be considered spammy; using only image links for your site's navigation Store images in a directory of their own: Instead of having image files spread out in numerous directories and subdirectories across your domain, consider consolidating your images into a single directory (e.g. brandonsboats.com/images/). This simplifies the path to your images.

Improve Your SEO Score Add video to your site Add social links to your site Internal links from the home page to pages within the site (part of navigation and indexing)

Improve Your SEO Score

Increasing Online Visibility for Your Business with SEM

SEM- Search Engine Marketing Search Advertising is a method of placing online advertisements on web pages that show results from search engine queries; targeted to match key search terms (called keywords) entered on search enginessearch engine Search engines build indexes of Web pages using a web crawlerweb crawler Advertising based on keywords in the surrounding content or context is referred to as Contextual advertisingContextual advertising Advertisers can choose whether to buy ads on search result pages (search advertising), published content pages (contextual advertising), or both

I Once Was Lost…. “But Now I’m Found” SEM = Fastest way to show up on Page 1 “Compete with Anyone” Your web link is strategically and prominently displayed on the Search Engines’ “Sponsored Links” area. This allows you to begin generating leads almost immediately! Geo-Target your links to only appear in the areas you choose Local, Regional or National campaigns Set specific budgetary focus where it is needed most Search Engine Management

Search Advertising Metrics CPM: Cost per thousand viewers was the original method used for pricing online advertisements. CPM remains the most common method for pricing banner adsCost per thousand viewers CTR: Click-through rates measure the number of times an ad is clicked as a percentage of views of the Web page on which the ad appears. Banner ads have CTRs that are generally 0.15 percent or less. In comparison, individual search engine ads can have CTRs of 2 percent, even though they appear alongside organic search results and competing paid search advertisementsClick-through rates CPA: Cost per action quantifies costs for completing specified activities such as attracting a new customer or making a saleCost per action CPC: Cost per Click tracks the cost of interacting with a client or potential client; In traditional marketing, CPC is viewed as a one-way process of reaching target audiences through means such as direct mail, radio ads and television ads TM: Total minutes is a metric being used by Nielsen/NetRatings to measure total time spent on a Web page rather than the number of Web page views

No Dealers in the SEO side for a Broad search Take first position and standout on the SEM side Is SEM Worth It?

Campaign Management Algorithms to determine the position of ads according to click through rates Ads with poor click through rates can be pushed down to the bottom of the search results Even though advertisers only pay per click through, algorithms based on ad popularity provide incentives for optimizing keyword selection and other cost control measures Without cost control measures, it is possible for ad buyers to spend 25-50% of their ad budget ineffectively

The historical click through rate (CTR) of the keyword and the matched ad on Google; note that CTR on the Google Network only ever impacts Quality Score on the Google Network -- not on Googleclick through rate (CTR) Your account history, which is measured by the CTR of all the ads and keywords in your account The historical CTR of the display URLs in the ad groupdisplay URLs The quality of your landing pagequality of your landing page The relevance of the keyword to the ads in its ad group; The relevance of the keyword and the matched ad to the search query Your account's performance in the geographical region Quality Score Formulas Quality Score formulas for search engines vary, the core components remain more or less the same:

What Your Site Needs Key Landing Page and Site Quality Guidelines Relevant and Original Content Transparency Navigability

Top placements across both SEO and SEM drives clicks up to 500% Enhanced navigability and streamlined organization of a website’s contents will create more direct landing pages for critical keywords shared by both SEO and pay- for-placement Critical gaps in SEO coverage can be filled through the paid component, to guarantee coverage and voice across all priority targets Pay-for-placement keywords can be bought to support new content, while SEO efforts need to build over time when that search demand is created Pay-for-placement represents a cheaper, more practical way to claim low-volume tail terms that don’t draw substantial search volume individually Search Synergies Many points of connection between SEO and SEM, many of which suggest actual synergies in strategy and execution.

Marketing Goals Digital Marketing Tools Brand Awareness Lead Generation Retention / Loyalty Display Search Video Mobile Most effective Least effective Pick the Right Tool for the Job

…the time to act is NOW! The Internet is the place to be! Advantage over competition Designed for any size dealership/manufacturer Campaigns designed to meet your budget Target marketing dollars Adjust along the way for maximum effectiveness The Opportunity Is Here

Ensures website is seen on all the major search engines Customer chooses relevant keywords Customer selects geographic coverage desired ARI/Channel Blade ensures site is advertised within those parameters Numerous reports available to determine campaign effectiveness Campaign can be changed at any time Ad dollars are stretched based on results!

Company Info: , x4 Sales Manager: Rick Tala Contact Us for Special Offer Exciting Discounts for Attendees! Webinar Topic: Presenter: Richard Harris Product Demo: Internet Mktg Specialist: Jerry Onhaizer One-time set up fee only $500! -You save $1,095 for attending! - Sign up by December 31, 2009 You will determine on-going monthly charges based on your SEM marketing campaign & budget Bundle with some of our other award winning solutions to save even more!