robin gurney- aeg eksperimenteerida otsimootoriturundusega
Post on 19-Oct-2014
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DESCRIPTION
Time to experiment search engine marketing.TRANSCRIPT
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Aeg eksperimenteeridaotsimotooriturundusega
(mõõdukalt ja mõõdetavalt)
Robin Gurney
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Search Marketing is important
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» More and more people use search
» In Estonia more the most popular search tools are NETI, Google and Rambler, www.ee and Delfi
» Which search engine do you use?
..because
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Why is it difficult?
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» Most searchers click on organic results
» Content must exist and be accessible to be
visible in search engines
» Text and banner ads need constant refining
to get the best results
» You have to know what people are
searching for before you can give it to them
» Know the language of you customers
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» Most sites are NOT search engine friendly and so changes to content, design and structure are required
» The trade off between pretty and visible in organic results is a big issue for some companies
» Search engines like links and so you should have a separate link building program
» There’s a lot to do, lots of new tools to learn to use
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Search Marketing is not easy but it’s very rewarding ☺☺☺☺
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How does it work?
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» Searchers enter a query (search term)
» Search engine:
• Matches the query
• Analyses the query to decide how to find best results
• Finds the pages in the index that match
• Ranks the matching page
• Gathers data to display results
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Free “organic results” and Paid options
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Meta tags and stuff
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How searchers behave ... dependson their INTENT
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Navigational searchesWhere are you?
Air Estonia
Hansapank
SEB
Amazon
MTV
Ministry of Economics
Reval Hotels
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Do you rank well for the obvious?
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Informational SearchesI want to learn about …
London
Mustikad
Thomas Edur
Ice dancing
Digital cameras
Kodulaenud
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Transactional SearchesThe best … they want to DO
somethingBUY ☺
Download ☺
Access databases etc ☺
Nokia n95
Cheap flight Tallinn to London
e-turundus konverents
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Source: Search Engines Marketing, Inc by Mike Moran and Bill Hunt
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Back one step … Web Conversion Cycle
search, learn, shop, buy, receive,
use, talk about
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Measuring Search Marketing Success
TARGET YOUR FIRST CAMPAIGN
ASSESS YOUR CURRENT
SITUATION
CALCULATE YOUR OPPORTUNITY
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» Choose something high profile
» Make sure the impact is measurable
» Keep it simple
» Make it practical
Target the first campaign
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Focus on keywords that people use
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Tools exist to help you to do keyword research in
Neti
wwWärav
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Match or create landing pages (what do you want people to see when they arrive) and make sure
they are indexed.
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Check rankings of your landing pages for important keywords
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Check your competitor search rankings
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Check Google Analytics or Webalyzer etc. to see where traffic
is coming from now
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If possible project keyword demand to calculate future traffic
and discover missed opportunities
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Project future traffic
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Project traffic to action conversions
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www.altex.ee/laenud
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Summary
Target search campaignChoose target area of your site
Pick your keywords
Assess your current situationIdentify landing pagesCheck search index
Check rankingsCheck competitor rankings
Measure current traffic levels
Calculate OpportunityCheck keyword demand
Discover missed opportunitiesProject your future trafficProject future conversion
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Define your search marketing Strategy
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Choose the scope:One product?
One line?
Whole site?
All languages?
Size of budget?
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Duration of campaign:Short or long term?
Permanent?
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Divide the work:Who is going to do what?
Copywriting?
Tech?
Strategy?
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Some search engine marketing tasks
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Defining the strategy?
Everything in-house?
An agency?
Organic or paid search or both?
Where is budget coming from?
How do we prove return?
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Targeting the search engines?Neti? Google? Delfi Search?
wwWärav? Rambler? Yandex?
MSN? Yahoo?
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Keyword research
Bid management and ad optimisation
Optimisation of content, meta tags etc.
Technical & structural website reviews and
changes
Choosing buying and operating specialist tools
and software
Reporting metrics (traffic, rankings, conversions
etc)
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Outsourcing search marketing checklist
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Organic search experience
Paid search experience
Good relationship with search engines
especially the most important ones in your
markets
Search marketing strategy
Keyword research
Technical expertise from search perspective
Reliable business – solid company
Testimonials
Local office
Offer any guarantees
Ethical approach (no doorways, spamming,
cloaking etc.)
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Selling Search Marketing Internally
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Put together your proposal e.g. a combined Neti and Google campaign
Sell it to the extended Search team ( Brand managers, IT department, PR Sales, lawyers, copy writers, content
writers, translators, webmaster, web developers,
Information architects, style guide developers, metrics specialists, web governance)
Sell it to the executives
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ProposalCalculate potential revenue, cost and profit
Revenue formula example
Project monthly traffic increase = 10000
Conversion rate to sale = 2%
Monthly sales increase = 200
Ave sale price = 100€
Monthly revenue increase = 20,000€
Annual revenue increase = 240,000€
Costs and profit will depend on split of SEO and
Paid Search
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Plan
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Organise: who, organic v paid or
both, scope, keyword analysis,
budgeting and opportunity spotting
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Audit: For organic search you will
need to check and fix technical and
content issues
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Learn: How will you fill gaps in your
knowledge? Training? Outsourcing?
Books?
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Implementation: technical changes,
content writing and copywriting, bid
monitoring, web analytics (monitor
traffic and conversions), link building
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10 questions executives might ask you(make sure you have the answers)
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What is Search Engine Marketing and why does it matter?
1
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How does it help achieve my
corporate goals?
2
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Where are we now on this?
3
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What are competitors doing?
4
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What are you proposing exactly?
5
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What’s the business value you can
achieve for us?
6
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How much does it cost?
7
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How long will it take?
8
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Why should this take priority over xyz
(e.g. big banner ad campaigns)?
9
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What are the risks?
10
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A Tip: Install Google Analytics
Its free and will help you measure the effectiveness of your search marketing efforts and compare them
with banner advertising and your other online activities, ask tõ[email protected] to point you in the
right direction
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And then you have to
execute the plan... but that’s for another day
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Suur tänu!