kb seminars: revenue opportunities: online classifieds & directories; 04/13

Revenue Opportunities:

Online Classifieds & Directories

Moscow, Russia

1 – 2 April 2013

2

Market Overview

Business Models: Classifieds & Directory

Listings/Sales

Audience/Marketing

Technology/Partnerships

Agenda

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In the two-day seminar, we want to address two questions?

Day 1: StrategyShould my company have an online classified or directory business?

If yes, what strategy should my company pursue?

Day 2: TacticsWhat does my company need to do to be successful?

What actions does my company need to consider?

Agenda

“Now you see them…”

“… now you don’t!”

Digital Impacts

Source: NAA; Classified Intelligence Report, 2010.

US Newpaper Classifieds – 2000 to 2011

In just over five years, US print classified advertising declined by over 70%.

2010 Craigslist Estimated Revenue =

$120 mm

Digital Impacts

US Newspaper Advertising by Source – 2000 to 2017f

Sources: NAA, Borrell Associates Inc.

$ bi

llion

sFor local and regional media, classified declines were mostly from local advertisers.

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Market Size

Global Online Advertising, 2012

Total = $88.4 billion

Global Online Classified Forecast(US $ billions)

Source: ZenithOptimedia, 2012.

Forecast

Globally the smallest segment of online advertising, classifieds have still generated impressive growth.

Global Competitors

Gannett, Co eBay Recruit Naspers Seek SchibstedMarkets US/UK Global Global Global Australia/Asia Global

Media Print/Online Online OnlyPrint/Online Print/Online Online Only Print/Online

Brands CareerBuilder StubHub Recruit OLX Seek.com.au BloketCars.com* Gumtree Suumo Allegro 104.com.tw* Finn.no

HomeFinder* Kijiji Indeed Slando Zhaopin.com Mudah.my*ShopLocal Craigslist* CarSensor Career24 JobStreet.com* Berniaga.id*

Est.Revenue:Classified $1.5 billion $1.2 billion $3 billion $640 million $2.6 billion $350 millionTotal $5.4 billion $11.4 billion $ 9 billion $6.4 billion $2.6 billion $19.1 billion

Major Global Classified Players

Source: Company reports, 2012; Shaded columns indicate companies with a base business in news-oriented prints

Several global competitors have emerged; the market continues to be regional and fragmented.

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Online Classifieds

Online classified and directory advertising in Russia and Central Eastern Europe is developing, but still represents a potentially large market.

Estimated Online Classified Market, 2011(millions)

Source: IAB Europe, 2011: Company reports, 2011; eMarketer, Avendus

€100 - 140

€20 - 35

20 – 30% Forecast

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Online Classifieds

Online classifieds include three big categories – jobs, real estate, auto.

Recruitment - Jobs Real Estate/Rentals Auto

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Online Classifieds

As well as free classified services and directory products.

DirectoriesFree Classifieds

The Russian market is fragmented between dedicated classifieds sites.

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Russian Competitors

Alexa Rank Site Category Corporate Ownership#18 Avito.ru Free Classifieds Privately Held - Accel Partners (US)#27 Auto.ru Auto Privately Held#28 Slando.ru Free Classifieds Allegro Group/Naspers (South Africa)#45 Drom.ru Auto FarPost Group (Vladivostok)#50 HH.ru Recruitment Mail.ru (Naspers 29%)#62 TIU.ru Directory Allegro Group/Naspers (South Africa)#92 IRR.RU Free Classifieds Trader East Media/Hurriyet (Turkey)

#150 OLX.ru Free Classifieds Naspers (South Africa)#218 Rabota.ru Recruitment RDWmedia.ru#241 Molotok.ru Free Classifieds Allegro Group/Naspers (South Africa)#304 Autonews.ru Auto RBC Holdings/Handelsblatt (Germany)#338 AutoRambler.ru Auto Rambler Group#351 Job.ru Recruitment Trader East Media/Hurriyet (Turkey)#401 FarPost.ru Free Classifieds FarPost Group (Vladivostok)

Largest Russian Online Classified Sites

Source: Alexa 2012

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Ukrainian Competitors

The Ukrainian market is also relatively fragmented.

Alexa Rank Site Category Corporate Ownership#23 Slando.ua Free Classifieds Allegro Group/Naspers (S. Africa)#27 Aukro.ua Free Classifieds Allegro Group/Naspers (S. Africa)#52 Work.ua Recruitment Privately Held#86 Rabota.ua Recruitment Grupa Pracuj (Poland)

#178 Avtobazar.ru Auto Privately Held#198 Drive2.ru Auto Privately Held#229 OLX.com.ua Free Classifieds Naspers (South Africa)#263 HH.ua Recruitment Mail.ru Group (Russia)#288 AutoUA.net Auto Privately Held#300 Jobs.ua Recruitment Privately Held#356 TORG.ua Auto Privately Held#459 TIU.ru Directory Allegro Group/Naspers (S. Africa)

Largest Ukrainian Online Classified Sites

Source: Alexa 2012

Classified Competition

But global competitors are driving consolidation.

Naspers consolidates Slando.ru and OLX.ru into Avito.ru• Invests US $ 50 million in addition to the value of Slando and OLX in

Russia.• ComScore Russia reports that in January 2013:

- Avito.ru = 16.5 million unique visitors- Slando.ru = 10.9 million unique visitors- OLX.ru = 4.0 million unique visitors

Successful execution could result in similar consolidation in Ukraine.


The major regional portals also offer strong classified offerings in both Russia and the Ukraine.

√ = Classified category availableA = Classified available through partnership or aggregation– = Classified category not available.

√ = Classified category availableA = Classified available through partnership or aggregation– = Classified category not available.


Finally Russia’s strong regional online portals also offer strong classified sites.

Consolidation is also beginning among the regional portals.

Hearst Shkulev Digital Media – Regional Network

Alexa # Region Jobs Auto Real Estate General Directorye1.ru #131 Yekaterinburg √ √ √ √ √NGS.ru #172 Novosibirsk √ √ √ √ √NN.ru #355 Nizhny Novgorod – √ √ – –Fontanka.net #358 St. Petersburg – – A (kvadrat.ru) – –

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Online Classifieds

Given the increasing consolidation in online classifieds how can my company compete?

Build on your company’s strengths:

- Strengths of your local sales teams- Strength of your traditional classified business- Strength of your company’s reputation in your market- Strength of your company’s technology expertise

We will look at each of these in more depth tomorrow.

Build on a unique knowledge of a market

- Understanding of a particular type of product or consumer- Understanding of a particular location or distribution technique

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Online Classifieds

Unique knowledge of a community can lead to a specialist “niche” classified site.

Dating/Matrimonials Education/Course Listings

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Online Classifieds

Niche classified or directory sites can target many types of online seller or online buyer.

Particular hobbies - Hiking and Climbing -> Geartrade.com

Particular professions – Agriculture -> Farms.com

Particular lifestage – Newlyweds -> The Knot

Particular product/service – Serviced Apartments –> At Your Service

Particular type of company – Restaurants –> DianPing

Success is often driven by the uniqueness of your understanding of the needs of the audience or the seller.

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Online Classifieds

What are the key strengths or assets needed to be successful in online classifieds?

Listing Volume and Quality: Sites with most listings and listings with the most detailed and accurate information tend to succeed.

Audience: Sites with a large number of visitors who return frequently tend to succeed.

Technology: Sites with technology that makes it easier for visitors and search engines to find, share and execute on a listing tend to succeed.

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Online Classifieds - Strategy

Depending on the type of classifieds and your company’s strengths, there are several different local classified strategies to consider.

Go It Alone: Build, sell and market your own classified advertising site.

Build a Network: Work with other local media to create more audience, build one site together; each partner markets and sells the site separately.

Partner with National Site: Work together with a national classified site. National classified site provides technology platform, perhaps national marketing and sales; local partners sell and market in locally.

Traffic Partnership: Sell a traffic sponsorship to a national partner; do not create or sell local online classified advertising.

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“Go It Alone” strategy requires technology, sales and marketing strengths.

“Go It Alone” OverviewBuild, sell, and market an independent classified site.

Strengths Required:- Dominant offline classified business- Strong local sales and marketing- Strong technology team

Risks:- Focused competition from national site- Cannibalization of print by online

Longterm Strategy:- Dominate locally; expand regionally

KP22.ru

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“Build A Network” OverviewPartner with other similar media companies to build a larger audience to compete with national players.

Strengths Required:- Good offline classified business- Strong local sales and marketing- Strong technology team

Risks:- Focused competition from national site- Cannibalization of print by online- Difficulty managing network partners

Longterm Strategy:- Dominate locally; expand network

“Build a Network” builds on a group of similar like minded media sites to seize a larger part of the online audience for classifieds.

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Creating a classified or directory network requires several key steps in order to be successful.

Establishing a corporate form for the network• Develop corporate form to support the ongoing sales, marketing and

technology development of the network

Choosing complementary network partners• Media partners working in overlapping geographic areas creates

network conflict.

Selecting a technology platform to share• Platforms can developed, acquired, or shared with a national player• Determine how to fund the continuing development of the platform

Identifying partner roles and responsibilities• Defining roles, responsibilities and compensation for the partners in

the network.

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“Partner with National Site” OverviewPartner with a national classified site. National site provides technology; local partner provides sales and marketing.

Strengths Required:- Good offline classified business- Strong local sales and marketing

Risks:- Cannibalization of print by online- National site takes over sales and marketing at the end of the contract

Longterm Strategy:- National site wins; exit classified business.

“Partner with National Site” strategy recognizes that national sites have strong technology and local media have strong local sales and marketing.

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Partnering with a national classified site also requires some careful negotiations and consideration of key roles and responsibilities.

Who sells the classified ads? - In what area/market?- Conflict management?

What is the revenue model for classified or directory ads sold?- Common price, commission on sales- Wholesale price, margin controlled by seller- Hybrid

What is the branding and marketing relationship?- Single shared brand- “Private label” relationship, potentially two or more brands- Marketing requirements and restrictions

How to reflect partner needs for new technology requirements?

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“Traffic Sponsorship” OverviewSell a national classified site the ability to gain new users by linking their site to yours.

Strengths Required:- Strong local web traffic to main site

Risks:- Traffic fluctuations.- Negotiations

Longterm Strategy:- Focus on traffic growth.

“Traffic Sponsorship” leaves all sales, marketing and technology to the larger national competitors.

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Traffic relationships/partnerships require consideration of many typically advertising related details.

What kind of presence is required on your website?- Traffic partner logos?- Size of logo?- Presence on specific pages? All pages?

What price will the traffic partner pay?- Minimum price?- Does price reflect any performance payments?- Are there any penalties?

Who is responsible for implementation costs?- Does the traffic partner pay an upfront “good faith” implementation fee- Does your company absorb the costs?

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Market Overview


Listings/Sales

Audience/Marketing


Agenda

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Overview

The business model for online classifieds/directory describes how the business works and answers these three basic questions:

Defining the Business Model

1.What are the characteristics of the classified/directory site?

2.How do these characteristics create revenues?

3.How do these characteristics generate costs?

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Characteristics

Classified sites are composed of three main components – the page template, the database structure, and the data.

Component Overviews

Anchor Axis Data #1 Data #2 Data #3 Data #4Location 1 # # # #Location 2 # # # #Location 3 # # # #Location 4 # # # #Location 5 # # # #Location 6 # # # #

DataSetDataBase

Page Template

Name: (Data #1)

Location: (Data #2)

Description: (Data #3)

#5 #6 #7 #8

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Characteristics

Classifieds/Directory business model is driven in part by structured databases of simple data.

Structured DatabasesClassified/directory sites have a central dataset (axis) of common information that changes infrequently.- Auto : Car make and model- Jobs : Company name- Real Estate : Home location- General Classifieds : Classified category- Directory : Company name

Each classified/directory listing is composed of fields of commonly understood structured data- Auto : Make, model, year, color, …- Job : Company, job title, annual salary, …- Real Estate : Size, location, # bedrooms, …- Directory : Company name, location, logo, …

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Characteristics

Classified/directory sites in a single market often share the standard fields of data.

Directory - Restaurants

Shared Data Fields:•Name•Location•Cuisine•Open hours•Diner ratings•

Shared Data Fields:•Name•Location•Cuisine•Open hours•Diner ratings•

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Characteristics

Common data fields in similar classified and directory markets impact the business model in multiple ways.

Business Model ImpactsLowers barriers to entry and increases competition

Raises the requirements for quality of the data:- Most accurate- Most up-to-date

Raises the cost of acquiring and validating the data

Raises the requirements for data search and analysis

The data structure is a commodity, mostly shared among competitors.

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Characteristics

The data for classifieds is submitted by the sellers to the classified site according to the data fields for the market.

User Interface Elements

• Title• Category• Description• Price• Photo/Video• Other Fields

- Make, Model, Yr- Job Name, Salary

• Contact Name• Contact Details

- Phone- Email- Social Media

• Authentification• Terms of Service

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NGS.ruNGS.ru

Craigslist.orgCraigslist.org

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Characteristics

User generated/seller generated information also impacts the business model for classifieds.

Business Model ImpactsCreates costs to validate and organize the data.- “The more accurate the data, the higher the chances of success.”

Creates a marketing and product development challenge:- Creating the most simple user/seller input process AND- Creating user incentives for more data and more accurate data

Creates a challenge to develop user submission processes for both individuals who submit single items as well as businesses who submit multiple items at the same time – “bulk upload”.

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Characteristics

Directories face a different data challenge – creating or acquiring the central directory axis and encouraging the user to interact with the listing.

Axis Database: - Company Name- Location

Database acquired.

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Revenue Models

Classified and directory sites share a set of standard revenue approaches often evolve as the site becomes more mature.

Stage 1: New site

Site Goals: Grow listings, datasets and users

Revenue Model:- Free basic listings- Ad Network Revenue

Ad Network closelytied to ad categories- Page titles- Keywords

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Revenue Models

Revenue model evolution – Stage 2: Paid to Post.

Stage 2: Paid to PostSite Goals: Generate revenuefor special posting features

Basic posting free

Additional Service Fees:- Post to specific categories (Real Estate, Auto, Jobs)- Pay to post photos- Pay to post extra photos- Pay to promote listing- Pay for special notifications (SMS, phone, email, …)- Pay for anonymous email- Pay to distribute to larger area.

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Revenue Models

Revenue model evolution – Stage 2: Pay for Services

Stage 3: Pay for ServicesSite Goals: Maximize revenue

Provide services tousers/buyers- Buy tickets- Restaurant reservations- Used auto examinations- Home inspections- Home decorating

Provide services to posters/sellers- Test drive scheduling- Home viewing- Resume review

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Summary

Online classifieds/directory share several common characteristics that make competition more important than technology.

Databases: All are powered by structured databases of content:

- Auto = Make, Model, Year, details, …- Real Estate = Location, Size, details, …- Jobs = Job Category, Job Title, requirements, …

Content: Classified content is mostly contributed by the user/advertiser.

Content: Directory content is mostly acquired or created.

Revenue opportunities evolve with the site traffic and listings.- Free to post; advertising revenues from ad networks - Free basic post; incremental payments for special posting features- Special services provided to either the user/buyer or the poster/seller.

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Market Overview


Listings/Sales

Audience/Marketing


Agenda

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Criteria for Success

What are the key strengths or assets needed to be successful in online classifieds?

Listing Volume and Quality: Sites with most listings and listings with the most detailed and accurate information tend to succeed.

Audience:Sites with a large number of visitors who return frequently tend to succeed.

Technology:Sites with technology that makes it easier for visitors and search engines to find, share and execute on a listing tend to succeed.

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Where to Begin?Sometimes this is called the chicken and egg problem.

1.To have the best audience, you need to first have listings?

2.But, if you don’t have a larger enough audience, then no one will want to post a listing.

The Chicken The Eggs

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Where to Begin?

Chicken or the egg? Listings or Audience?

It depends on your company’s strengths?

Listings:Does your company have an existing traditional (print/audio/video) directory or classified business? Can you build on these listings?

Does your company have existing traditional advertisers who have access to large amounts of listings? Auto dealers? Recruitment companies?

Audience:Does your company have a strong online audience for your traditional news products? Print? TV? Online?

Does your company have a unique audience (consumers or businesses) that buy or trade among each other?

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Where to Begin?

Depending on your initial focus, your new online classified/directory may be very different.

Listings – First

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Where to Begin?

Depending on your initial focus, your new online classified/directory may be very different.

Audience – First

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Listings Development

To develop a base of listings for your online classified or directory business there are two approaches to explore.

Listings Development Tactics

1.Internal techniques:- Cross-posting, up-posting or reverse-publishing- Sales - Marketing and Promotions

2.Technology:- Aggregators and Databases- Self Service Techniques

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Building on your company’s traditional listings is sets the foundation for your online classified/directory sites.

Cross Posting:

Creates a process either manual or technological to re-post print classifieds to the online site•The costs of reposting are driven by the underlying print publishing technology. •Manual re-entry can be expensive, but can create listing volume•If classifieds are integrated directly into your newspaper product as a section, direct cross-posting can erode circulation in the short term.•Often an “upsell” charge is added to the print classified listings to cover the costs of the cross-posting plus some profit margin.

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(continued)

Up-Posting:

Allows print classified advertisers to post extra or bonus content to the online classifieds.•Bonus content often includes unique online items:- Maps- Extra photos, floor plans, documents- Videos- Longer descriptions•Up-posting price is driven by the costs of acquiring the content from the poster, the cost of the technology and infrastructure to host and serve the additional content

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(continued)

Reverse Publishing:

Publishes online classifieds in print for an additional price. •Creates additional listings for the print product•Feasibility relies on the ease of the newspaper publishing system to receive the online classified feed.

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Your company’s in-house classified sales team is also critical to building the foundation of listings.

Sales Resources: Two types of sales forces – “inside sales” sell on the phone and “outside sales” sell in-person.

Inside Sales: -Both outbound calling to potential advertisers and receiving inbound calls from potential advertisers. -Small, occasional advertisers -Economics requires high volume, mid to low priced advertising.-Profitability driven by creating the “repeat ad” and to increase the advertisers spending on a particular

Outside Sales:-Larger, more frequent advertisers-In-person visit to create more regularity in advertising schedule-Profitability is driven in part by contracts and new account acquisition

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Your company’s in-house classified sales team is also critical to building the foundation of listings.

(continued)

Sales Resources: Marketing/Sales Development:-Develops “lead lists” for both outside sales and outbound calling for inside sales-Develops criteria to describe high probability advertising prospects-Develops lists from competitive media as well as directories

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Your company’s marketing department can create additional listings volume.

Promotions: Promotions can create many different results.

Increase number of classifieds posted in a period:Special pricing or special rewards for committing to multiple ads in a period or in a category.

“Want a new iPad? Buy three classified ads in the Technology/PC category in the next two months for the price of two. All posters will be entered into a drawing for a new iPad.”

Increase viewership of the classified section:Create “games” to encourage browsing of the classified/directory site.

“Treasure Hunt” check out our classified listings to find clues to a special prize.”

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Your company’s marketing department can create additional listings volume.

Promotions: Promotions can create many different results.

(continued)

Super Days: Create a special season or focus day for a category of ads.

“Spring Cleaning April special. Cleaning your closets after the long winter? Post your treasures to our special Spring Cleaning edition and receive special signage to help your sale.”

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Finally external technology tools can help create a base of listings.

Aggregators and Databases: Partner with external platforms or “classified search engines” to take in feeds of other related classifieds.

Potential Aggregators- Yandex (RU)- Oodle.com (USA)- Indeed (USA/Japan)- Jooble (UA)

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Scrapers: Simple programs can “scrape” listings from public websites like company websites and government employment websites.

• Scrapers usually must be customized by data field and website design.

• Best used on low frequency types of content like directory listings

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SMS Submission: In mobile friendly markets, some media have combined payment and ad submission through partnerships with SMS gateways or telecom providers.

Examples of SMS or other mobile classifieds include:- Verse Innovations (India)- Google Trader

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Audience Development

Developing your audience requires a three-part marketing focus on the users and potential users of your online classified/directory site.

Audience Development TacticsCross Promotion

Search Engine Optimization

Social Media

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Cross Promotion

Traditional media properties continue to offer one of the best ways to promote new online classified/directory sites.

Cross Promotion TacticsDevelop regular cross marketing program- Use of website URL throughout the traditional classified sections- Creating a clear separate brand for classifieds online

Develop unique classified/directory related “features” content in the traditional media: – for example- Online shopping column/blog which cross promotes the online site- User reviews/interviews- Special events – “Spring Cleaning Bazaar”

Bartered promotions can be used to trade advertising inventory (either print or online) to acquire new audiences through a new medium- Radio- Outdoor

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SEO: Site Registration

To help the search engines find your site, set-up accounts with both Yandex and Google Webmaster services.

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For both Yandex and Google, site registration will require you to “verify” your site with the search engine.

Verification requires you to prove the “control” of the site by adding a short code line to the header of the site. For example:


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After you have created webmaster accounts and verified your sites, you can work directly with the search engines.

Most important functions to start are:Submit Site Map: Submitting a site map informs the search engines how content is organized and when there is new content on your site.

Identify Languages: Each search engine uses different indexes based on different languages.

If you create a section of your site in English, the engines will index the site in Russian, unless you tell them otherwise.

Manage Crawlers: Webmaster tools manages the crawler:- Crawlrate: How frequently the crawler downloads pages from your site.- Broken links: Identifies where the crawler has encountered an obstacle.

Both Yandex and Google offer these services.


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SEO: Page and File Elements

After telling the search engines who you are with webmaster tools, you have to make sure each page is well labeled.

A few things to remember.

1.Text: Search engines “read” text, not photos, or videos.

Do: Use text to label photos and videos – title, caption, alt-tags.

Don’t: Assume that just because the story is about Putin, that the search engine will know that the photo is of Putin.

2. Files: More files on the page with supporting text labels, the more likely the search engines will know what the page is about. Do: Add photo, video and other related files.

Do: Label each file clearly, including file name, captions and in any “alt-tags” that are hidden in the page code.

3. Clarity: Be clear, avoid pronouns.

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There are some specifics to pay attention to:

Page Titles: For Yandex and Google the most important label on a webpage is the Page Title. It may be visible in the URL, or it may be captured in the “hidden text” in the header.

This is then “read” by the search engines as

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There are some specifics to pay attention to:

Page Description and Meta Tags: This “hidden text” is an important clue for Yandex, Google does not generally use this in its index.

-Yandex ‘ index is site based, so each site is given a rank, but pages not. This reflects Yandex’ emphasis on verifiable “brands”-Google ranks each page and disregards meta information that is site related.

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SEO: Search Engine Rank

Search engines rank your blog based on how engaged your blog is with other sites.

It’s all about links! The more links to your blog and from your blog to relevant information, the higher your blog’s importance will be.

Do: Develop as many relevant links and embeds to your blog as possibleA. Blogrolls: Create a list of blogs that you follow about your topics or location.B. Link Exchanges: Encourage “related bloggers or sites” to exchange links with you.

Do: Use links in a text post to your blog.A. Places or Organizations: Add a link to their websitesB. People: Add a link to their blog, resume page, or social media page (is they have one).

Do: Use social media to encourage reviews and ratings. All sharing is links.

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Search Engine Summary

Search engines play an important role in helping new and returning users find your site.

A couple of simple steps will begin the process of developing search engine traffic.

1.Register your site with Yandex and Google Webmaster Tools

2.Manage your web site and web pages to clearly use text and “hidden text” markers to tell the search engines what each page is about.

3.Manage the links to and from your site to be the most relevant possible.

The more relevant links the higher your page/site will be ranked which will contribute to position in the Search Engine Return Page.

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In addition to these SEO steps, classifieds and directory listings require a couple of special treatments.

Database Search – ”Dark Web”

Neither Google or Yandex read the “dark web” – information that is captured in databases that require users to search for a listing.

Neither Google or Yandex can “create a search” – the crawler robot cannot fill out a form.

The search engines can only crawl the flat web.

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Creating special “classification” pages with clear page titles will help the search engines to find your listings.

Creating Classification PagesPages are generally created with lists of classifieds in reverse chronological order.

These “classification” pages may number in the thousands and are often listed in the footer at the bottom of the home page.

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Yandex provides a classified listing aggregation service in which site operators submit a feed to be included in classified search.

Yandex Classified Aggregation

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Yandex search engine inclusion service can be found on their webmaster site.

Yandex Search Engine Inclusion

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Social Media

Social Media also can help users promote their own listings as well as increase the number of links helping SEO.

Social Media Distribution: Distribution of listings through targeted social media pages – vKontakte or FaceBook pages

Social Media Sharing: Allows. Individuals to repost items that they are selling or want to buy on their social media pages.

kb seminars: revenue opportunities: online classifieds & directories; 04/13

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