A Business Case for Search Engine Optimisation- SAMPLE
A Business Case for…
Search Engine Optimisation
E-consultancy March 2007
SAMPLE VERSION ONLY
Download the full version of this Business Case: http://www.e-consultancy.com/in/seo-bc Full download for Subscribers only. Subscribe here: http://www.e-consultancy.com/in/subscribe
© Copyright E-consultancy 2007 – not for distribution to non-subscribers without written permission SAMPLE VERSION - Download the full version of this Business Case: http://www.e-consultancy.com/in/seo-bc
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A Business Case for Search Engine Optimisation- SAMPLE
Contents
1. About This Guide ....................................................................................................3 Purpose .......................................................................................................................3 About E-consultancy .............................................................................................3 2. Scope............................................................................................................................4 What you can expect from this guide ...........................................................4 Further Reading......................................................................................................4 3. What is Search Engine Optimisation (SEO)?...........................................5 10 facts about SEO.............................................. Error! Bookmark not defined. 4. Search Engine Optimisation vs. Pay-Per-Click .. Error! Bookmark not defined. What’s the difference? ..................................... Error! Bookmark not defined. The numbers ......................................................... Error! Bookmark not defined. 5. Why is Search Engine Optimisation important? ..... Error! Bookmark not defined. 10 reasons why you need an SEO strategy ............ Error! Bookmark not defined. 6. Market Data ......................................................... Error! Bookmark not defined. Search Market Value ........................................ Error! Bookmark not defined. Who’s The Daddy? ............................................. Error! Bookmark not defined. Outsourcing Trends .......................................... Error! Bookmark not defined. Retailers Love Search Engines .................... Error! Bookmark not defined. Travel and Financial Companies Love Search Too .. Error! Bookmark not defined. Consumer Search Trends ............................... Error! Bookmark not defined. The Importance of The First Page .............. Error! Bookmark not defined. 7. Search Engine Optimisation Trends ........ Error! Bookmark not defined. The key reasons for the fast growth of organic search: ............. Error! Bookmark not defined. 8. Summary of Business Benefits ................... Error! Bookmark not defined. 9. Costs & Resourcing ........................................... Error! Bookmark not defined. Charging Models ................................................. Error! Bookmark not defined. Typical Costs ......................................................... Error! Bookmark not defined. 10. Case Study - Finance ...................................... Error! Bookmark not defined. 11. Case Study - Retail ........................................... Error! Bookmark not defined. 12. Case Study - Travel.......................................... Error! Bookmark not defined. * Not available in SAMPLE version.
Download the full version of this Business Case: http://www.e-consultancy.com/in/seo-bc Full download for Subscribers only. Subscribe here: http://www.e-consultancy.com/in/subscribe
© Copyright E-consultancy 2007 – not for distribution to non-subscribers without written permission SAMPLE VERSION - Download the full version of this Business Case: http://www.e-consultancy.com/in/seo-bc
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A Business Case for Search Engine Optimisation- SAMPLE
1. About This Guide
Purpose This guide will help you evangelise about the business benefits of search engine optimisation. Use it to figure out how to persuade your boss that an investment in search is a smart move. We don’t expect you to know everything about search, and anything you do know is a bonus. But what’s important here is that you know that search engines matter. Somebody needs to educate the boss. The guide provides you with a framework for an internal presentation / argument for a search budget. It contains lots of key facts and figures that will help you make a solid case for search. Good luck! About E-consultancy E-consultancy is an award-winning UK-based publisher of best practice internet marketing reports, research and how-to guides, to help educate business people and marketers about the internet and e-commerce. Subscribers pay from as a little as £149 per year to access exclusive and highly practical content. E-consultancy also provides a range of public and in-house training programmes, such as seminars and workshops. It trained more than 3,000 internet professionals in 2006. More than 100 exclusive E-consultancy events are lined up for 2007, including roundtables and monthly Supplier Showcases. Want to find out more about E-consultancy? www.e-consultancy.com/about Contact Us Talk: 0207 6814052 Write: info@e-consultancy.com
© Copyright E-consultancy 2007 – not for distribution to non-subscribers without written permission SAMPLE VERSION - Download the full version of this Business Case: http://www.e-consultancy.com/in/seo-bc
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A Business Case for Search Engine Optimisation- SAMPLE
2. Scope
We have purposefully limited the scope of this report in order to focus on Winning The Budget. Accordingly, it will not explain the ins and outs of search engine marketing in minute detail (we have another report for that). Search engine marketing consists of two disciplines: 1. SEO (Search Engine Optimisation, aka ‘organic’ or ‘natural’ search) 2. PPC (Pay Per Click, aka ‘paid search’ or ‘sponsored links’) The two disciplines are strategically related, but this guide will focus on SEO. A companion guide for PPC is available separately. What you can expect from this guide We’ll start off by providing you with a brief overview of search engine marketing. Then, we’ll get into why search is so important for businesses of all shapes and sizes, backing up our view with market data and other research. After that we will take a look at some recent trends in search engine marketing. Once we’ve set the scene we’ll provide you with a list of business benefits. Then we’ll let you know what to expect in terms of costs and resourcing. And finally, we’ll look at a few case studies, by sector.
Further Reading Search marketing remains a complex game for the most experienced professionals, but E-consultancy has other guides that can help you get to grips with the detail. If you need to (comprehensively) know how to do it: SEO Best Practice Guide Paid Search Best Practice Guide E-consultancy Training – Search Engine Optimisation If you want somebody else to do it: Search Engine Marketing Buyer’s Guide If you’re interested in how other people are doing it: SEO Roundtable Briefing Paid Search Roundtable Briefing
© Copyright E-consultancy 2007 – not for distribution to non-subscribers without written permission SAMPLE VERSION - Download the full version of this Business Case: http://www.e-consultancy.com/in/seo-bc 4
A Business Case for Search Engine Optimisation- SAMPLE
3. What is Search Engine Optimisation (SEO)?
SAMPLE VERSION ONLY
Download the full version of this Business Case: http://www.e-consultancy.com/in/seo-bc Full download for Subscribers only. Subscribe here: http://www.e-consultancy.com/in/subscribe
© Copyright E-consultancy 2007 – not for distribution to non-subscribers without written permission SAMPLE VERSION - Download the full version of this Business Case: http://www.e-consultancy.com/in/seo-bc
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