search engine marketing - wie zoekt die vindt... ...of niet?

Wie zoekt die vindt......of niet?

GOLDEN NUGGETS

WHY ARE WE HERE TODAY?

“Buying a Website without Search Engine Optimization or Pay Per Click is like

spending your entire budget on a commercial without buying any airtime to

show it to the world.”

Aniz RudaJPMorgan Chase

WHAT IS SEARCH ENGINE MARKETING

YOUR CUSTOMERS ARE SEARCHING

THE SEARCH ENGINE(S)

A BIG NUMBER!

1.000.000.000.000

WHY GOOGLE?

HOW SEARCH ENGINES WORK

WHAT A SEARCH ENGINE SHOULD SEE

A PROPERLY INDEXED PAGE

A POORLY INDEXED PAGE

WHERE LIES THE DIFFERENCE

PUSH vs. PULL

TRADITIONAL MEDIA

SEARCH ENGINE MARKETING

“It is easy to judge your marketing. How many people are looking for you?”

David Ogilvy

MAXIMIZE YOUR MARKETING BUDGET

RETURN ON INVESTMENT

MEASURE, MEASURE AND… MEASURE!

B2C SEARCH ENGINE MARKETING

B2C BUYING HABITS

50%Fifty Perce

nt!

80%Eight

y Perce

nt!

SEARCH IN ONLINE SHOPPING

HOW SOON RESEARCH STARTS

B2C BUYING CYCLE

• Consumer:Informational Gathering

• Keywords:ComputerLaptop computerTV

LEARN

• Consumer:Comparing products, prices & features

• Keywords:IBM NotebookSony LaptopPlasma TV

SHOP • Consumer:Ready to buy

• Keywords:IBM Series Thinkpad Sony Vaio Ultraportable Samsung S61ssw

BUY

B2B SEARCH ENGINE MARKETING

B2B BUYING HABITS

B2B INTENT IN SEARCH

Intent for search %

To learn more about a product/service 46

Compare products/services against each other

24.7

Read reviews about product/service 9.6

Navigate to a particular site 6.5

To purchase a product/service 8.8

80%

THE IMPORTANCE OF SEM

WHAT IS SEARCH ENGINE MARKETING

SEARCH ENGINE MARKETING

LANDING PAGES

SEOPPC

RANKING?

MISCONCEPTION…?!

GOOGLE UNIVERSAL SEARCH

All kind of results; differ per searcher

TARGETED TRAFFIC

“The biggest waste in marketing is spending money on activities that reach the wrong audience”

Eran Livneh, MarketingProfs.com

CONVERT THEM….

…TO CUSTOMERS

IT ALL STARTS WITH

WHERE MOST OF YOUR EFFORTS GO

KEYWORDSRESEARCH

KEYWORDS

HOW LONG IS YOUR TAIL?

ANATOMY OF A GOOGLE PAGE

THE GOLDEN TRAINGLE

Organic Ranking Visibility

1. 100%2. 100%3. 100%4. 85%

5. 60%

6. 50%7. 50%8. 30%

9. 30%10. 20%

PPC SearchVisibility

1. 50%2. 40%3. 30%4. 20%5. 10%6. 10%

WHERE DO WE CLICK?

74.3%

13.5%

12.2%

HOW MANY CLICKS TO EXPECT

Organic Position

%

1 27.1

2 11.7

3 8.7

4 5.1

5 4.0

6 4.1

7 4.1

8 3.2

9 2.8

10 3.6

PPC Position

%

1 7.4

2 3.4

3 1.1

4 .3

5 2.6

6 .9

7 1.7

8 .4

9 .1

10 .4

WHAT DRIVES THEM TO CLICK

SEARCH ENGINE OPTIMIZATION

THINK MONOGAMY

BLACK IS THE WRONG COLOR

PUT YOUR WHITE HAT ON

THE SEO LANDSCAPE

LowValue

HighValue

Keyword stuffing

Link tradingAutomated content generation

Automatedblog spam

IP cloaking

Press releaseoptimization

On pageoptimization

Parasite hosting

Injected links

Paid directorylink building

Do followblog comments

Wikipedia linksSearch enginesubmission

Spam reportingcompetitors

DMOZ, Yahoosubmission

Metakeywords

XML Sitemapcreation

Vertical searchtargeting

Keyword research

Rewriting dynamic URLs

Embedded widgets& badges

Viral contentLinkbaitPageRank sculpting

Internal linkarchitecture

CONTENT IS KING

DESCRIPTION

HEADERS BULLETS

KEYWORD EMPHASIS

URL

OUTGOING LINKS

TITLE

BODY TEXT

WHAT TO PUT ON THE KEYWORDS TAG?

FRESH CONTENT IS THE QUEEN AND PRINCE

OPTIMIZED UNIQUE CONTENT

Title

URL

Meta Tags

Headings

Links with keywords

Unique content

7 ESSENTIAL PAGES + 1

1. Home

2. About Us

3. FAQs

4. Products or Services5. Customer Stories

6. Information Articles

7. News Stories

+ Sales Pages

YOUR OFFERING PAGE IS A PYRAMID

MAP YOUR LINKS

OPTIMIZED PAGE DRIVES LONG-TAIL

12

3

WHO ARE YOUR FRIENDS?

SEARCH GOES SOCIAL

RANKING ALGORYTHM

(NO) SUBMISSION TO SEARCH ENGINES

SEO IS A PROCESS

START WEB DESIGN WITH SEO

“If you're thinking about hiring an SEO, the earlier the better. A great time to hire is when you're considering a site redesign, or planning to launch a new site.”

>>Google Webmaster Guidelines

WHAT IS THE SEO PROCESS

Information Architecture• Business Analysis | Business Goals | Website Goals

Initial Optimization project• Site evaluation | Competitive Intelligence | Keyword research | Initial Site

optimization | Website structure | Submission to search engines

SEO Monitoring and Maintenance• Ongoing site monitoring | Site analytics | Link Building| News release

optimization | Google Sitemaps | Content Optimization

Ongoing Monitoring• Continuous optimization | Reporting

SEARCH ENGINE ADVERTISING

PPC IS IMMEDIATE

WHAT IS PAY-PER-CLICK (PPC)

HOW DOES PPC WORK

BENEFITS OF PPC

BUILD YOUR CAMPAIGN CORRECTLY

CAMPAIGN

AD GROUP 1

KEYWORDS

PPC AD PPC AD

AD GROUP 2

KEYWORDS

PPC AD PPC AD

AD GROUP 2

KEYWORDS

PPC AD PPC AD

WHAT WILL MAKE THEM CLICK

Headline contains your KEYWORDS 2nd line: contains a BENEFIT 3rd line: contains a FEATURE 4th line: Display URL has a KEYWORD (i.e. www.domain.ext/keyword)

KEYWORDS ALL OVER

KEYWORDS ALL OVER

SPLIT TEST YOUR ADS

DON’T WASTE MONEY

WHAT IS THE PPC PROCESS

Information Architecture• Business Analysis | Business Goals | Marketing Goals

Campaign(s) Setup• Keywords research | Competitive Intelligence | Ad Groups setup | Ads

copy | Bidding structure

Campaign(s) Monitoring & Optimization • Ongoing campaign(s) monitoring | Keywords optimization| Ads copy

optimization | A/B testing | Budget optimization

Ongoing Reporting• Reporting | Feedback to other Search Engine Marketing tactics

PPC IS SALES, SEO IS MARKETING

SEO AND PPC

Hello. I’m PPC.And I’m SEO.

KEYWORDS SYNERGY

WHERE YOUR TAIL SHOULD GO

LEVERAGE

SEO

UNLEASH

PPC

LAND CONVERTING VISITORS

LANDING PAGES

LAND CONVERTING VISITORS

LANDING PAGE ANATOMY

Your headline

Your Image

Body Text

Call to Action

Trust Signs

CAUTION IS REQUIRED

“No one can guarantee a #1 ranking on Google.

Beware of SEOs that claim to guarantee rankings, allege a "special relationship" with Google, or advertise a "priority submit" to Google.”

»Google Webmaster Guidelineshttp://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291

OPTIMIZE THE MARKETING BUDGET

YOUR MOST IMPORTANT PAGE

WSI – WE SIMPLY THE INTERNET

More than 200,000 results in Google for “Created and Maintained by WSI”

More than 32,000 customers worldwide

1500 offices87 Countries8+ Production & Solution

Centers345 Certified Google Experts35 Certified Analytics Experts28 Certified Conversion

Specialists381 SEO Content Developers182 Certified Landing Page

Developers

BEST OF BREED COLLABORATION

THANK YOU!

www.wsieservices.beinfo@wsieservices.be

www.daronet.euinfo@daronet.eu