seo presentation for the print industry
DESCRIPTION
A presentation made at the BAPC conference in 2011 to UK print companies.TRANSCRIPT
Print Search Engine Traffic Review - 2011
Laurence Knopf – Managing Director, Search Engine Rescue
Print Search Engine Traffic - 2011
Advice from Sydney Bob:
“be funny!”
“death by powerpoint!”
Print Search Engine Traffic - 2011
search engines are an important marketing vehicle for a modern business!
Print Search Engine Traffic - 2011
Print Search Engine Traffic - 2011
how valuable is search engine traffic?
how can you gain some of that traffic?
Print Search Engine Traffic - 2011
Print Search Traffic - The Methodology
How have we compiled the search data?
Used a keyword list focused on b2b search terms Nearly 1,000 key-phrases
Focused on Google Used Google AdWords Focused on UK traffic Focused on ‘exact match’ Compiled annual traffic figures Calculated equivalent AdWords expenditure Split the keywords up by generic and product based terms
Print Search Engine Traffic - 2011
Print Search Engine Traffic – 2011 Overview
7,153,166
£10,000,000
Print Search Engine Traffic - 2011
Generic Search Engine Traffic
Variations in value based on group Online, Digital and Design seem to be more valuable
Keyword Group Searches AdWords Cost Avg. CPC
Print 3,253,629 £622,854.00 £2.16
Design 269,260 £54,000.00 £2.12
Online Print 159,390 £38,100.00 £2.56
Digital Print 96,057 £20,600.00 £2.27
Online 74,342 £22,000.00 £2.66
Litho Print 20,500 £4,000.00 £1.98
Print Design 17,700 £3,000.00 £2.48
Digital 5,079 £670.00 £1.66
Online Design 5,062 £1,500.00 £2.70
Total 3,901,019 £766,724.00 £2.06
Print Search Engine Traffic - 2011
Product Based Search Engine Traffic
‘Business Cards’ is very competitive ‘Brochure’ is the most expensive A trend between volume and cost
Keyword Group Searches AdWords Cost Avg. CPC
Business Cards 2,406,445 £622,900.00 £2.12
Leaflet 704,214 £171,720.00 £2.52
Flyers 444,941 £108,400.00 £2.44
Stationary 417,224 £43,400.00 £1.04
Poster 324,957 £43,900.00 £2.38
Letterhead 212,342 £38,600.00 £1.82
Brochure 195,297 £55,478.00 £2.84
Invitations 191,300 £24,000.00 £1.25
Envelope 113,251 £12,500.00 £1.10
Book 71,284 £19,300.00 £1.36
Card 70,720 £15,900.00 £2.25
Postcard 48,875 £11,898.00 £2.43
Label 38,700 £9,500.00 £2.45
Banner 35,811 £8,300.00 £2.32
Sticker 35,100 £4,600.00 £2.29
CD 33,000 £8,000.00 £2.42
Ticket 25,251 £3,000.00 £1.19
Magazine 22,669 £6,020.00 £2.66
Calender 12,500 £1,500.00 £1.20
Folder 10,647 £1,700.00 £1.60
Menu 9,460 £1,200.00 £1.27
Catalogue 6,320 £1,600.00 £1.39
Newspaper 5,770 £770.00 £1.82
Pad 4,750 £600.00 £1.26
Box 1,552 £150.00 £0.97
Total 5,442,380 £1,214,936.00 £1.86
Print Search Engine Traffic - 2011
Product Based Search Engine Traffic
Print Search Engine Traffic - 2011
Search Trends – 2004 to 2011
A dip in activity in 2008 and 2009 A recovery in 2010 Significant gains in 2011 Increases forecasted for 2012
Print Search Engine Traffic - 2011
Search Trends – 2004 to 2011
Print Search Engine Traffic - 2011
The Value of Natural Clicks
On average natural listings get 2 times as many clicks as paid.
A 1 to 3 position gives an CTR of 22% With no cost for the clicks E.g.
‘business cards’ = 890,500 searches 89,500 clicks costing £284,960 in AdWords 179,000 clicks costing £0 naturally
Position Click
Percentage
1 29%
2 21%
3 18%
4 10%
5 4%
6 4%
7 3%
8 3%
9 2%
10 2%
Print Search Engine Traffic - 2011
A 1 to 3 position gives an CTR of 15% At no cost per click
Print Search Engine Traffic - 2011
how can you gain some of this traffic?
SEO!
Print Search Engine Traffic - 2011
What SEO Isn’t
There are many common misconceptions about SEO
It’s not smoke, mirrors, magic or a long lost dark art It isn’t quick and no one can offer you guarantees
It’s not about submitting your site or your keywords It’s not easy and therefore it’s not cheap
Print Search Engine Traffic - 2011
What Is SEO?
Getting the search engines to favour your site above the competition.
Building the best site for users!
Structure Content Relationships Reputation
What’s good for SEO is also good for users and helps conversions
Print Search Engine Traffic - 2011
Making SEO Work For You
Focus and planning are the most important aspect.
Choose the keywords that are best for you Add content to your site that reflects those keywords
Build links from other relevant websites Run some online PR Start to build a presence on online business networking platforms Think about doing some guest blogging on business blogs Think Local!
