Search Engine Optimization and Positioning for Spurious Software

1
Search Engine Optimization and Positioning for
Spurious Software

• Greg Jarboe
• VP and Chief Marketing Officer
• Backbone Media
• April 11, 2002

2
SEOP helps prospects find you instead of the
other way around

• Search engines are the top way consumers find new
  web sites online, used by 73.4 of those
  surveyed
  
• Forrester, March 28, 2001
• An estimated 325 million searches are conducted
  daily, quadruple the 1998 volume
  
• Iconocast, March 7, 2002

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Quick outline

• Problem
• Solution
• Benefits
• Action

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Searching for Spurious produces strange
bedfellows

• Spurious?
• Home of delirious? fans
• Spurious V8 MG Car Club
• MG owners looking to better their cars
• Mixer Spurious Analysis Software
• The Engineers Club

5
Last month, nobody searched on the term TE
Tracker

• No one searched for TE tracking, TE report,
  or TE reporting, either
  
• Do NOT concoct some weird-sounding
  marketing-speak keyphrase
  
• Rank Write Roundtable

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But expense report software was searched on
10,653 times

• Unfortunately, 71 competing Web pages were found
  on Google
  
• And 23 companies are bidding up to 0.97 per
  click for term expense report software through
  Overture

7
Will Microsoft's Web Services Ecosystem replace
ASP model?

• "Saying the old ASP model failed is a spurious
  statement," says Seth Pinkham, general manager
  for go-to-market programs at Sun. "It's way too
  general. Some ASPs have succeeded."

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Use search engine PR and search engine advertising
PPC
SEO
9
Hire firm that uses best SEOP practices to get
top 10 rankings

• Common SEOP methods
• Manual submission 71
• Changing metatags 61
• Automated submission 52
• Changing page titles 44
• Reciprocal linking 32
• Paid directory inclusion 20
• Paid for faster inclusion 20
• Invisible text 18
• Pay-per-click 13

• Best SEOP practices
• Keyword research
• Information pages
• Client rankings
• Optimizing body text
• Conversion rates
• Monitoring competition
• Industry-specific engines
• Adding alt text
• All work on clients site

Sources Iconocast survey, Nov. 2000
seen as spamming by MarketingSherpa
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Target most important search engines in
referral traffic
Source WordTracker, April 8, 2002
11
Target search phrases with top Keyword
Effectiveness Index
Source WordTracker, April 8, 2002
12
Use fuzzy math to determine how much SEO is
worth

• 60,000 searches a month for top 30 phrases
• Multiply by 10 click through rate
• Multiply by your sites conversion rate
• If 10 join email list, fill out form, or buy
  online, thats 600 qualified leads a month
  
• Multiply by your median product price
• At 50, thats 30,000 a month in revenue

13
Use PPC to complement SEO

• Top 10 positions are most valuable in SEO
• Target terms that average over 2,000 searches a
  month
  
• Top 3 positions are most valuable in PPC
• Target terms that average less than 0.40 a click

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Dare to compare ROI of SEOP

• 28,800 per year for SEO services
• 960 per phrase/page for top 30 phrases
• 800 paid for faster inclusion
• Index your site in 48 hours vs. 1-3 weeks
• 6,400 for pay-per-click
• On Overture and Google for next 70 search terms
• 36,000 a year generates 368,000 in revenue
• An 10-fold return on your marketing investment

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If SEOP can make or break you online, why is it
an afterthought?

• Simply put, until this year when everyones
  bottom line began to really matter, SEOP wasnt
  sexy enough to get much mainstream attention. It
  doesnt cost millions.Plus, it requires arcane
  and techy knowledge
• -- MarketingSherpa, Dec. 2001

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Whats in a name?

• If Novell had invented sushi we wouldn't be
  doing these beautiful presentations.We would
  call it 'bite size cold dead fish' and figure
  you'd buy it.
• Dr. Carl Ledbetter, CTO and senior VP, Novell

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Keep Spurious if you must, but change TE
Tracker

• We understand Spurious cant be changed
• But, you can still change TE Tracker
• Spurious Expense Report Software
• The leading expense report software, enterprise
  system, and Web-based service youve been
  searching for.
  
• Act now and get free tips and templates for
  spotting expense account fraud!

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If we can get top 10 rankings for A Hundred
Monkeys

• Backbone Media understands the search engines
  better than anybody out there. They put us on
  the map and they can probably do it for you,
  too.
• Danny Altman, CEO, A Hundred Monkeys (client
  since Dec. 1998)

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Just imagine what we can do for Spurious
Software!

• We understand your spurious problem
• We offer you a genuine solution
• It provides you with legitimate benefits
• You should take real action

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The next step is up to you

• Give me your play money today
• Give me your business card
• Visit our site at www.backbonemedia.com
• Contact me at
• Greg Jarboe, Backbone Media, 781-899-4050 or
  greg.jarboe_at_backbonemedia.com
  
• Visit www.searchenginewatch.com