“get your customers online!”€¦ · “get your customers online! ... a proper seo strategy is...

clickTRUE – Your Online Conversion Specialists

“Get Your Customers Online!”

1

twitter.com/jeremewong

http://www.clicktrue.biz

Jereme Wong

COO, clickTRUE Pte Ltd

http://twitter.com/henghwm

http://www.clicktrue.biz/?utm_source=offline&utm_medium=ppt&utm_campaign=my_brief

What Do We Do?

Think. Design. Build. Measure. Test.

• We are an online consulting firm. We help our Partners Strategize,

Design and Build captivating experiences for the Web.

3

Some Of Our Clients

3

“We have been working with clickTRUE for almost 4 years running. The thing that

impressed me most is their breadth and depth of knowledge when it comes to

online marketing. They are quick to offer solutions and equally committed to deliver

them. Definitely a partner to trust in building your brand online.”

- Daren Tan, Nikon Asia

clickTRUE Confidential and Proprietary

Search Engine Marketing

4

The Online Landscape

5

Image:

Poste

r W

eb2.0

6

Research and Purchase – Travel

52% 55%

39%34%

28%

39%31%

62%

34%

60%

39%

55%

30%37%

47% 43%

56%

55%

56%

44%52%

21%

49%

22%

41%

25%

41% 28%

0%

20%

40%

60%

80%

100%

Researched Online, Purchased Online Researched Online, Purchased Offline

Research and Purchase

Travel (net)

Source: Consumer Commerce Barometer 2010 by TNS

MYS SGP CHN HND VNM PHL IDN NZ THA JPN TWN AUS IND KOR

7

Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last 6mo., which of the following

prompted you to go to a search engine to look for info on a particular company, product, service, or slogan? Select all that apply.)

Offline Channels Drive Online Search

A Comprehensive Set of Online Touch Points

20

Search Content

Decision

and

Purchase

Cycle

Contextually relevant ad on website

“hawaii”

“hawaii travel promotions”

“book hawaii hotel” “travel promotion alerts”

The Right Lead at the Right Time

Thus The Importance Of Search Engines

Search Query: ‘flowers’

Google Search Results

What Are Organic Search Results

AdWords Ads

What Are Sponsored Search Results

Keyword Advertising / Search Engine Marketing

• Targeted advertising

• Better advertiser ROI than

untargeted ads

• Improved user experience

Google Content Network

14

You get relevant text and image ads that are precisely

targeted to your site and your site content.

Connect With Your Audience With …

What’s The Cost Of Doing SEM?

Cost Per Click - CPC

SEM Goes By Ad Auctioning

Keywords, Messaging, Landing Pages

18

Constant Optimisation Required

• Well Managed & Relevant Campaign

• Bettering Clickthrough Rates

• Lowering Cost

• Fire & Forget Campaign

• Clickthrough Rates Low

• Cost Escalates

• Campaign Abandoned

VERSUS


Search Engine Optimisation

20

How Search Engines Work…

Image: Google

Crawl Web

Index Documents

Process Queries

Rank Results

Search Engine Optimisation

22

•2 types of listings in a Search Engine

Results Page (SERP) – Paid vs

Natural.

•Natural listings also known as

Organic search results are:

• non-biased

• rankings are determined by the

Search Engine’s algorithm by

comparing how relevant the

results are in matching the

queries.

•Search Engine Optimization efforts

can help to increase rankings of

website. However, this requires time

and re-structuring of website.

Paid Search

Natural Search

Typical SEO Pitches

Guarantee Top Rankings

Fast & Easy Results

Only $388 per month

Google’s Response

“ No one can guarantee a #1 ranking on Google. ”

“ Be careful if a company is secretive or won't

clearly explain what they intend to do. ”

“ Be sure to understand where the money goes.. ”

Reference:

www.google.com/support/webmasters/bin/answer.py?hl=

en&answer=35291

Less concerned with what other websites think (i.e. links) and more concerned about the opinion of what actual users think about the website (i.e. good quality content)

Distaste for link spam and poor quality content

A Proper SEO Strategy Is Required With Search Algorithms

Getting More Advanced To Reduce The Impact Of Run Of The Mill

SEO Tactics

Google Launches Panda Search Algorithm

SEO Approach

Case Study: Hotel Group SEO - Rankings

• We were specifically targeting the first 10 keywords

• 8/10 keywords improved in ranking.

• Improvement in Revenue, Average Value, Converssion Rate & Per

Visit Value as compared to the previous period.

• Organic traffic metrics compared to site average improved

Case Study: Hotel Group SEO - Organic Traffic


QnA

29

Summary

30

“Get Your Customers

Online!”

• Through a scientific and systematic process, Think. Design. Build.

Measure. Test...

• …we help our partners & clients bring up their website visibility,

deliver compelling user experience, and ultimately, get their

customers online.

Thank You!

31

If you have further questions, we are more than happy to answer them!

Contact: + [email protected] +65 6571 7128

mailto:[email protected]