SLIDE TITLE GOES HERE Copyright Tallwave Media Inc. – Allen Horwitz Allen Horwitz Business Development 818 835-00552 © COPYRIGHT | TALLWAVE – Allen Horwitz TODAY NEARLY EVERY PURCHASE STARTS ONLINE 92.5% • Shoppers use the web as a resource before determining which items to buy and where. • According to the survey, 92.5% of adults said they regularly or occasionally research products online before buying them in a store. • National Retail Federation, March 20073 © COPYRIGHT | TALLWAVE – Allen Horwitz SEARCH ENGINE MARKETSHARE 2010 - comScore, March 20104 © COPYRIGHT | TALLWAVE – Allen Horwitz SEARCH ENGINE MARKETSHARE 2011 - comScore, TBD 2011 65.50% 28.30% 3.70% 2.50% Google Bing Ask AOL5 © COPYRIGHT | TALLWAVE – Allen Horwitz SEARCH ENGINE MARKETING The Missing Ingredients - Customer Intent Awareness Consideration Conversion How People Search Most marketer make the mistake of trying to turn every search into a sale. We use tactics to understand the “Intent” of the searcher and match the creative and landing page to what they are looking for.6 © COPYRIGHT | TALLWAVE – Allen Horwitz LISTEN Taking Place Online Everyday • 2 Billion searches • 1 Billion video playbacks • 3.5 Billion conversations The Internet is the world’s largest focus group7 © COPYRIGHT | TALLWAVE – Allen Horwitz ANALYZE We sort through billions of data points and pick out only the ones that matter to your business Important questions: • How are people searching for me? • How do I find new customers? • What do customers think about my customer service?8 © COPYRIGHT | TALLWAVE – Allen Horwitz TAKE ACTION We interpret data, turn it into insight and then recommend a strategy A roadmap to: • Improve visibility • Make stronger connections • Increase return on ad spend • Out perform your competition9 © COPYRIGHT | TALLWAVE – Allen Horwitz IS THIS A TV OR A TELEVISION? Does it Matter?10 © COPYRIGHT | TALLWAVE – Allen Horwitz WE LISTENED Over a 100,000 keywords containing these two terms with millions of monthly searches related to each 4.2 Million mentions of “TV” and “Television” across blogs, forums, social networks, and news sites in the last 30 days11 © COPYRIGHT | TALLWAVE – Allen Horwitz WE ANALYZED & FOUND “TV” related keywords had a global monthly search volume of 277,000,000 on Google compared to only 13,600,000 for “Television” keywords Key Findings: The term “TV” was used across the web in 82.5% of the combined keywords mentions12 © COPYRIGHT | TALLWAVE – Allen Horwitz WE RECOMMENDED ACTIONS Red Alert: There are 980 products labeled as “Television” on SonyStyles.com Next Steps: Switch website verbiage from Television to TV in greatly increase visibility on searches engines Use TV instead of Television in promotional materials and online ads to ensure Sony is talking in the same language as the majority of consumers13 © COPYRIGHT | TALLWAVE – Allen Horwitz On-site Content Keywords Inbound Links SEARCH ENGINE OPTIMIZATION On-site Structure14 © COPYRIGHT | TALLWAVE – Allen Horwitz SEO TODAY • Traditionally SEO has been about Site Architecture and On Page Factors such as Titles and Meta Tags. • Today that makes up just 30% of a successful SEO campaign. • 70% of a successful SEO program is about creating a large digital footprint by leveraging good content, generating buzz and driving backlinks to the pages of a site. SEO is about more than Titles and Meta Tags15 © COPYRIGHT | TALLWAVE – Allen Horwitz WHAT IS MOST IMPORTANT?  Generate Leads  Sell Products or Services Directly  Drive Traffic to Your Site  Increase Brand Awareness16 © COPYRIGHT | TALLWAVE – Allen Horwitz PURPOSE OF SEO - SEMPO Annual State of Search Survey April, 201017 © COPYRIGHT | TALLWAVE – Allen Horwitz PURPOSE OF PAID SEARCH (SEM) - SEMPO Annual State of Search Survey April, 201018 © COPYRIGHT | TALLWAVE – Allen Horwitz PURPOSE OF SOCIAL MEDIA - SEMPO Annual State of Search Survey April, 201019 © COPYRIGHT | TALLWAVE – Allen Horwitz SEARCH IS SEARCH, BUT DIFFERENT 1. More than half of Internet users don’t know the difference between paid & natural results. 2. Yet each one presents a wildly different challenge for marketers which leads to many insisting they are each better handled by dedicated “experts”20 © COPYRIGHT | TALLWAVE – Allen Horwitz MANAGE SEM & SEO SEPARATELY • How does the performance of paid search affect your CTR for natural search? …And Together We have different teams of experts for each but provide the framework to manage them together for optimal efficiency • How much could you save on SEM if you ranked organically for the same word? Keywords)NATURAL'METRICS'PAID'METRICS'RECOMMENDATIONS)Google))Acknowledge)Search)Volume)Google)Ranking)CPC)PosiBons)Clicks)/)Day)Cost)/)Day)CTR)health'Y'101,000,000'‐'$3.25'1'23,849'$77,420.00'0.71%'SEO'+'PAID,'FOCUS'ON'SEO'health'care'N'13,600,000'‐'$3.32'1'2,818'$9,370.00'0.62%'SEO'ONLY'healthcare'N'11,100,000'‐'$3.06'1'1,662'$5,090.00'0.45%'SEO'ONLY'health'insurance'Y'9,140,000'6'$10.24'1'3,003'$30,760.00'0.99%'KEEP'SEO'health'plan'Y'1,500,000'9'$4.40'1'251'$1,110.00'0.50%'KEEP'AND'IMPROVE'SEO'dental'insurance'Y'1,000,000'3'$4.99'1'445'$2,230.00'1.34%'KEEP'SEO,'ADD'PAID'BECAUSE'OF'HIGH'CTR'cigna'Y'823,000'1'$2.19'1'246'$540.00'0.90%'SEO'ONLY'health'plans'Y'550,000'9'$7.05'1'180'$1,270.00'0.98%'KEEP'AND'IMPROVE'SEO'individual'health'N'450,000'‐'$12.08'1'100'$1,220.00'0.67%'SEO'ONLY'individual'health'insurance'Y'450,000'6'$12.91'1'84'$1,090.00'0.56%'KEEP'SEO'21 © COPYRIGHT | TALLWAVE – Allen Horwitz IF YOU AREN’T VISIBLE YOUR COMPETITORS ARE22 © COPYRIGHT | TALLWAVE – Allen Horwitz SEARCH HAS CHANGED SPONSORED LINKS PAID SEARCH (SEM) [moving toward universal search] NATURAL/ORGANIC SEARCH (SEO) [universal search] LOCAL/MAP SEARCH [geo-targeted search]23 © COPYRIGHT | TALLWAVE – Allen Horwitz SEARCH HAS CHANGED NATURAL/ORGANIC SEARCH (SEO) [universal search] SPONSORED LINKS PAID SEARCH (SEM) LOCAL/MAP SEARCH [geo-targeted search] NATURAL ORGANIC SEARCH (SEO) [decision tree]24 © COPYRIGHT | TALLWAVE – Allen Horwitz ALL CONTENT IS SEARCHABLE It’s not just about websites anymore. It’s news, social media, video, images, shopping feeds and much more…25 © COPYRIGHT | TALLWAVE – Allen Horwitz