A free seminar organized by BeansBox and iProA Hong Kong on 8 September 2009. About the Speaker: Elmer W. Cagape is a search engine marketing professional based in Hong Kong. He has helped both small business enterprises and blue chip companies in their search engine marketing efforts. He maintains the SEO Hong Kong blog and is currently an SEO consultant at BeansBox.

1. Search Engine Marketing for
Website Owners and
Marketers
Elmer W. Cagape
8 September 2009
Cliftons Hong Kong
Organized by: Venue Sponsored by:
* Internet Professional Association * Cliftons Hong Kong
* BeansBox Studio

2. Contents
 Why do we have websites?
 Why search engines are important?
 How can I promote my business through
search engines?
 How do I start my search engine
marketing campaign?
www.seo-hongkong.com

3. Why Do We Have Websites?
www.seo-hongkong.com

4. Why Do We Have Websites?
Because my competitor has a website
www.seo-hongkong.com

5. Why Do We Have Websites?
Because my competitor has a website
Because my boss told me so
www.seo-hongkong.com

6. Why Do We Have Websites?
Because my competitor has a website
Because my boss told me so
Because it’s a trend I am planning to
follow
www.seo-hongkong.com

7. Why Do We Have Websites?
Because my competitor has a website
Because my boss told me so
Because it’s a trend I am planning to
follow
I want to showcase my products &
services
www.seo-hongkong.com

8. Showcase whose products?
www.seo-hongkong.com

9. Showcase whose products?
broadway hong kong
www.seo-hongkong.com

10. Showcase whose products?
www.seo-hongkong.com

11. Showcase whose products?
www.seo-hongkong.com

12. Showcase whose products?
www.seo-hongkong.com

13. Is my website hiding from visitors?
Building non search
engine friendly
websites is like
advertising in the
middle of the forest.
www.seo-hongkong.com

14. Why are search engines
important?
www.seo-hongkong.com

15. Why are search engines
important?
69.5% of Hong Kong population are Internet users
www.seo-hongkong.com

16. Why are search engines
important?
www.seo-hongkong.com

17. Why are search engines
important?
% Internet Users
Online Activity
Using It
Reading and Creating Email 60%
Using Search Engines 49%
Check News 39%
Check Weather 30%
Research / Hobby 29%
www.seo-hongkong.com

18. Why are search engines
important?
% Executives
Most Effective Online Marketing Tactic
Agree
SEO 53%
Paid Search 43%
E-mail and Newsletter 39%
Site or Page Sponsorship 14%
Viral Marketing 12%
Note: * Respondents were primarily based in the US, Source: Forbes Ad Effectiveness Survey, 1 June 2009

19. What are types of
search engine marketing?
ORGANIC PAID
www.seo-hongkong.com

20. What are types of
search engine marketing?
www.seo-hongkong.com

21. What are types of
search engine marketing?
Paid Search
www.seo-hongkong.com

22. What are types of
search engine marketing?
Paid Search
Organic Search
www.seo-hongkong.com

23. Why you should use
Organic Search?
www.seo-hongkong.com

24. Why you should use
Organic Search?
More visible
www.seo-hongkong.com

25. Why you should use
Organic Search?
More visible
More trusted/credible
www.seo-hongkong.com

26. Why you should use
Organic Search?
More visible
More trusted/credible
Visitors are likely to click
www.seo-hongkong.com

27. Why you should use
Organic Search?
More visible
More trusted/credible
Visitors are likely to click
Less financial investment
www.seo-hongkong.com

28. Why you should use
Organic Search?
More visible
More trusted/credible
Visitors are likely to click
Less financial investment
in the long term
www.seo-hongkong.com

29. Why you should use
Paid Search?
www.seo-hongkong.com

30. Why you should use
Paid Search?
Instant traffic
www.seo-hongkong.com

31. Why you should use
Paid Search?
Instant traffic
Easier to rank on top
www.seo-hongkong.com

32. Why you should use
Paid Search?
Instant traffic
Easier to rank on top
Complete control of keywords/ads
www.seo-hongkong.com

33. Why you should use
Paid Search?
Instant traffic
Easier to rank on top
Complete control of keywords/ads
Much better targeting
www.seo-hongkong.com

34. Why you should use
Paid Search?
Instant traffic
Easier to rank on top
Complete control of keywords/ads
Much better targeting
Better conversion rate
www.seo-hongkong.com

35. 14

36. How do I start my own
Search Engine Marketing
campaigns?

37. In-House vs Outsourced Search
Engine Marketing
IN-HOUSE SEM: Cost and long term benefits
Dedicated attention
Long-term cost savings
Quick response
More business familiarity
Finding the right agency can be a
challenging task
www.seo-hongkong.com

38. In-House vs Outsourced Search
Engine Marketing
OUTSOURCED SEM: Experience and expertise
Experience
Less time to setup
No need to hire new staff
SEM is a labor-intensive field
Staff focuses on daily tasks
Staff can learn from vendor
www.seo-hongkong.com

39. How do we evaluate SEO
vendors?
Look at website and contents
“We have the best SEO gurus in
the world.”
“We help you rank in Google in
just 5 days!”
“We have the best tools available”
Photo credit: http://www.flickr.com/photos/idreaminir/

40. How do we evaluate SEO
vendors?
Ask for industry references
“Do you have experience in our
industry?”
“Are you a certified professional?”
www.seo-hongkong.com

41. How do we evaluate SEO
vendors?
Search them on the Web
www.seo-hongkong.com

42. How do we evaluate SEO
vendors?
Signs of suspicious business activity
“We submit your site to 100 search engines”
“We guarantee top keyword rankings”
“We can’t share our methodologies”
“We know a guy at Google”
“We offer the cheapest SEO services”
www.seo-hongkong.com

43. 22

44. How do I measure Search
Engine Marketing success?

45. 24

46. How do I measure search engine
marketing success?
Good to know where enquiries come from
www.seo-hongkong.com

47. Key Takeaways
www.seo-hongkong.com

48. Key Takeaways
Define your online goals
www.seo-hongkong.com

49. Key Takeaways
Define your online goals
Review your website content
www.seo-hongkong.com

50. Key Takeaways
Define your online goals
Review your website content
Identify your competition
www.seo-hongkong.com

51. Key Takeaways
Define your online goals
Review your website content
Identify your competition
Define success and measure it
www.seo-hongkong.com

52. Key Takeaways
Define your online goals
Review your website content
Identify your competition
Define success and measure it
Check your online presence
www.seo-hongkong.com

53. Key Takeaways
Define your online goals
Review your website content
Identify your competition
Define success and measure it
Check your online presence
www.seo-hongkong.com

54. Key Takeaways
www.seo-hongkong.com

55. Thank You!
Dank U zeer
огpомное спасибо
ขอบคุณ
Terima kasih Grazie Gracias
danke schön
Merci beaucoup
Maraming salamat po