Presented by ReachLocal\'s National Multifamily Program Manager, Sheena Shive, this 30-minute presentation will break down the differences between SEO and SEM, introduce the concept of WPO, and provide real life scenarios and actionable takeaways that will help you to ensure optimal web presence for your properties in 2012 and beyond

1. SEO & SEM
How To Increase Your Online Traffic
Using Both
Presented by Sheena Shive
National Program Manager, Multifamily
© 2011 ReachLocal, Inc.

2. About ReachLocal
Full Service Public Company
Industry Leader Global Enterprise
1500 EMPLOYEES
50 OFFICES
NORTH AMERICA
EUROPE & AUSTRALIA
© 2011 ReachLocal, Inc.

3. © 2011 ReachLocal, Inc.

4. Agenda
• What is SEO & SEM (PPC)
• What are the main differences?
• Which is right for you?
• How SEO & SEM work together
• Web Presence Optimization
• Scenarios & Examples
• Questions
© 2011 ReachLocal, Inc.

5. Search Engine Facts
89% of U.S. Internet users use search engines.
Source: Pew Internet & American Life Project
63% of consumers turn to the Internet first when looking for local products or services, 82% of them
cited search as the most commonly used search tool, 41% use local “geographic modifiers” with
search engines.
Source: Nielsen Online
Search engines are now the #1 resource used by consumers looking for products and services from
local businesses.
Source: Nielsen Online
82% of Local Searchers follow up offline via an in-store visit, phone call, or purchase, emphasizing the
importance for marketers to integrate their on-and offline information. Of these 61% made
purchases.
Source: comScore / TMP Directional Marketing
Online advertising drives $6 of in-store revenue for every $1 online.
Source: Yahoo! & comScore, “Research Online, Buy Offline”
When purchasing a product or service from a local business which of the following would you look to
for information- 74% use search engines.
Source: Nielsen Online
© 2011 ReachLocal, Inc.

6. Search Engine
Optimization (SEO)
© 2011 ReachLocal, Inc.

7. Search Engine Optimization (SEO)
SEO is the process of improving the visibility of a
website or a web page in search engines via the
“natural” or “organic” search results. In general, the
earlier (or higher ranked on the search results page)
and more frequently a site appears in the search
results list, the more visitors it will receive from the
search engine’s users.
Source: Wikipedia, the free encyclopedia
© 2011 ReachLocal, Inc.

8. Search Engine Optimization (SEO)
Natural “Organic Listings”
• The “free” listings that Google
shows to users
• Results appear because of
their relevance to the search
terms being used
• The search engines use
constantly evolving algorithms
to determine organic website
rankings
© 2011 ReachLocal, Inc.

9. SEM - Pay Per Click (PPC)
© 2011 ReachLocal, Inc.

10. Search Engine Marketing (SEM) PPC
• Pay Per Click (PPC) is an Internet advertising model
used to direct traffic to websites, where advertisers
pay the publisher (search engine) when the ad is
clicked. Advertisers typically bid on keyword
phrases relevant to their products/services & target
market.
Source: Wikipedia, the free encyclopedia
© 2011 ReachLocal, Inc.

11. Search Engine Marketing (SEM) PPC
Pay Per Click
• Paid listings appear on the top
and right hand section of the
search results page
• Listings are charged on a per
click basis, meaning you are
only charged when a searcher
clicks on your listing
• Guaranteed placement
© 2011 ReachLocal, Inc.

12. SEO vs. SEM
SEO SEM (PPC)
• Lack of granular controls • Complete control
• Organic listings have to be • PPC results are instantaneous
optimized throughout time and (although take time to
can take 4-6 months to produce optimize)
•Most effective when targeting •Can guarantee visibility for
between 4-6 key words 1000+ key words
• Can be expensive and labor • Pay-to-play
intensive up front, but over time
cost efficient • Guaranteed placement
• Placement is not guaranteed • Data can help inform SEO
across the search engines efforts
organic results and algorithms
subject to change
• Data can help inform SEM
efforts
© 2011 ReachLocal, Inc.

13. How has traditional SEO &
SEM evolved?
© 2011 ReachLocal, Inc.

14. Web Presence Optimization (WPO)
The evolution of traditional SEO and SEM is called Web
Presence Optimization (WPO) and integrates traditional SEO
methods along with SEM/PPC, content marketing, social
media, and online reputation management, in order to help
gain visibility across all the emerging online content channels
that can represent a business or brand.
© 2011 ReachLocal, Inc.

15. Web Presence Optimization (WPO)
• WPO helps your properties get discovered by consumers across the web
• Placements can include search engines, blogs, review sites, local listings and social
sites like Facebook, YouTube & Twitter
• Robust WPO will help you “dominate the real estate” on the search engine results
pages for your properties
Site & Blogs Content Sites
Reviews
& Reco’s
Directories
Social
Location-
based
Search Services
Engines
Deals
© 2011 ReachLocal, Inc.

16. Web Presence = Owning More Shelf Space
Many Ways to be Found
Bus. B
Official Site
One Way to be Found
Bus. A
Official Site Company Site
© 2011 ReachLocal, Inc.

17. How SEO & SEM
Integrate
© 2011 ReachLocal, Inc.

18. How SEM and SEO Work Together to
Create Incremental Traffic
Visitors
Time
• Having both paid and organic listings have proven to increase the total amount
of traffic by as much as 60-80%
• PPC typically drives a high volume of first time visitors (generic searches), and your
organic listing is often the last click prior to a contact (branded searches)
© 2011 ReachLocal, Inc.

19. Google Case Study
Search Ads Pause Video
© 2011 ReachLocal, Inc.

20. Google Case Study
• Studies showed how the number of organic clicks
change when search ad campaigns are turned off
• Results revealed that over 89% of the ads clicks are
incremental, meaning that the visits to the
advertiser’s site would not have occurred w/out the
ad campaigns
• The increase is dependent on factors such as
existing organic search results ranking and how
similar the paid and organic listings are to each
other
© 2011 ReachLocal, Inc.

21. Examples
SEO & PPC
© 2011 ReachLocal, Inc.

22. Example: Website focused on both
SEO & PPC
© 2011 ReachLocal, Inc.

23. Metrics: Website focused on both
SEO & PPC
• Organic Traffic in 30 days created 658 visits
• PPC Traffic in 30 days created 1,177 visits
• 92% of PPC traffic was new visits (first time visitors) to site and organic
drove 69.1% new vists
Top Keywords
Pay Per Click Organic
rent apartments Denver Water Tower Flats
apartment rentals Water Tower Flats Arvada
apartments rental Denver Water Tower Flats Apartments Arvada
rent apartments Denver Water Tower Flats Arvada CO
apartments in Arvada Watertower Flats
© 2011 ReachLocal, Inc.

24. Key Takeaways
• A holistic approach to SEO and SEM is recommended. Combining
the two, along with content marketing & reputation management,
will help you a create a comprehensive WPO program
• Having both SEO and SEM/PPC will incrementally increase the total
amount of direct traffic to your site
• A well-run SEM/PPC campaign will drive a high volume of first time
visitors directly to your site and generate awareness of your properties
– this is the first, most crucial component in converting website visitors
in to new residents, as the first click on your site will begin the
engagement with a prospective new resident
© 2011 ReachLocal, Inc.

25. Questions?
Contact me for tips on SEO and PPC:
Sheena Shive
National Program Manager
Multifamily
972.267.2222x120
Sheena.shive@reachlocal.com
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© 2011 ReachLocal, Inc.