search engine marketing - wie zoekt die vindt... ...of niet?
DESCRIPTION
Search Engine Marketing presentation from a workshop in Belgium titled: "Wie zoekt die vindt...of niet?". Overview on SEM, SEO, PPC and Landing Pages. Presentation and workshop by WSI E-Services and Daronet EuropeTRANSCRIPT
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