The Main Line Chamber of Commerce

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• The Main Line Chamber of Commerce
• Marketing on the web, A chamber university
  program
• Chamber University in partnership with Eastern
  University
• Presented by
• Rick Simmons
• May 16, 2007

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Advertising The action of calling something to
the attention of the public. Marketing An
aggregate of functions involved in moving goods
from one producer to the consumer.
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Uniqueness

• Relevancy

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How big is Internet Marketing

• Google 2006 2005
• Revenue 10.605B 6.1B
• Yahoo
• Revenue 6.42B 5.3B
• Internet advertising is expected to increase to
  20 of total ad budgets in 2007.
• Might be something to this Internet thing!

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• How are you found?

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Which Search Engines? The major search engines
account for 95 of the of the web traffic.
Google Yahoo MSN AOL AskJeeves
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Search Phrase
Match Count
Top 3 AdWords
Next tier AdWords
Organic Search
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Free and Paid Operating Together

• Paid Search often provides better metrics
• Use paid search reports to identify effective
  keywords (ROI), compare with server logs
• Use paid search reports in combination with
  organic search results to predict Density
  (search volume/matched sites)
• Google and Yahoo Keyword Advertising Networks
  drive traffic from many other sites (AOL, MSN,
  Comcast, ATT, and ISPs)

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• How do Search Engines Work?
• Spiders (automated software) link through
  websites on the internet and index the site
  looking for relevant information.
• The search engines use a
• Secret algorithm to decide the rank results.

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• Search Engine Optimization (SEO)
• is the process of making your website content
  more search engine friendly in an effort to
  increase the search results ranking.
• My whole job is helping the search engines
  determine under what terms should this website
  come up

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• Why to consider SEO?
• 75 of active online population uses search
  engines.
• 97 of Google searchers dont click past 3
  pages.
• 75 of research for a school is done on the
  Internet.
• Study done by Oneupweb found
• First is BEST
• First Month site reached 2nd or 3rd page
  traffic increased 500.
• Number of unique visitors tripled between page
  one and two.
• Unique visitors tripled again in the second
  month.
• Sales 42 increased in first month on page
  one.
• Almost double that in the second month.
• It is critical to do whatever you can to maximize
  your search engine ranking even though it is not
  an exact science.

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• Tools to use
• http//inventory.overture.com/d/searchinventory/su
  ggestion/
• https//adwords.google.com/select/KeywordToolExter
  nal
• http//www.google.com/webhp?complete1hlen
• http//www.webuildpages.com/tools/default.htm

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• Relationship Management
• How to capture information about visitors to your
  site
• What to do with the information
• Process automated versus people
• CRM - critical

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• What is next?
• Blogs
• Use of social networking in marketing
• Mobile ads
• Video
• Viral audio / video
• YouTube
• Second life
• Changes to search engines

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Questions! Rick Simmons 267-626-9094 Rick_at_Dinkum
Interactive.com