seo: new generation instrument of international marketing
DESCRIPTION
It’s hard to imagine a world without search engines. Even though they are only two decades old, search engines have given people superpowers with unlimited knowledge at their fingertips. And with this endless source of knowledge, many things in our lives have changed. Search engines have changed how we discover information. They've changed how we connect with friends and family. And most importantly, they've changed how we look for goods and services. No longer are we waiting to stumble on an ad to realise we need something -- we're actively seeking out information online about products and services we want to buy. So this slide is from my Marketing managemenent Master's couse, the part i presented and enjoyed learning all about SEO. The information on the slides are simplified edited. Enjoy.TRANSCRIPT
İPEK EĞMEN AND NOYAN KALAY
SEO NEW GENERATION INSTRUMENT
OF INTERNATIONAL MARKETING
1. WHAT IS SEO2. HISTORY OF SEO3. SEO MARKETING MODELS4. SEO’S PLACE IN MARKETING COMMUNICATION5. SEO’S PLACE IN INTERNATIONAL MARKETING6. SEO’S PLACE IN TURKEY7. CASE STUDY: SUCCESS STORIES8. CONCLUSION
WHAT IS SEOI KNOW YOU WERE: EASILY DEFINE YOUR
TARGET GROUP
YOU WERE GONNA COME TO ME: GOOGLE’S LARGE SHARE ON THE SEARCH ENGINE
MARKET
BETTER CHOOSE CAREFULLY: CHOOSING WORDS CAREFULLY
‘CAUSE I, I’M CAPABLE OF ANYTHING OFANYTHING AND EVERYTHING:
CAN REACH MILLIONS OF CUSTOMERS PER DAY
If You Had to Define SEO in Under 100 Words, What Would You Say?
• Search engine optimization (SEO) • is the practice of improving the ranking • and visibility of your website's pages in search
engines like Google. • The easier it is for people to find you via a search
engine, the more likely you'll get people visiting your site to learn more about your business.
So, how do people optimize their pages for search?
• The specifics change based on how the ranking algorithms work.
• And the way they work is always changing. • But usually, the best way to ensure you're SEO-
friendly is to solve for the reader with helpful content and a good user experience.
There is two different results. Organic vs. paid results.
• Organic results are the results that appear in search engines, for free, based on an algorithm.
• Paid -- or inorganic -- search results appear at the top or side of a page. These are the links that advertisers pay to appear on different search engines.
If You Had to Define SEO in Under 100 Words, What Would You Say?
2) What's the difference between organic vs. paid results?Organic results are the results that appear in search engines, for free, based on an algorithm. Paid -- or inorganic -- search results appear at the top or side of a page. These are the links that advertisers pay to appear on different search engines.
Meta descriptions and do they still matter?Meta descriptions and do they still matter?• A meta description is the text that appears below your page in a search
engine result that explains what the page is all about. In this example, the meta description is "Learn the elements needed to write a comprehensive blog post in just 9 easy steps.«
• Meta descriptions still matter, just not in the same way they used to. They used to be a place to optimize for keywords so crawlers would know more about your page contents; now, it's more important you write something compelling that makes readers want to click so you can improve conversion rates from SERP results to your website.
What's a good goal to set for your SEO?When you think about your goal for SEO, • don't just think about the top of the funnel and• how many more visits you're getting to your website.• Think about your full marketing funnel and • how much quality traffic you're getting to your website.• Are the people who are finding your website through SEO
actually qualified prospects for your business? • If not, does it really matter that the traffic to your
website has increased?Set goals not just based on traffic, but based on the entirety of your marketing funnel.
Search engines used to be edited by humans. Not spiders.
They have come a long way Google +, images, Videos
The future role of an SEO is going to be a lot more complex.
A study of the search engine result pages (sample size 10k) revealed only 15% had no news, no local, no videp, no image, no knowledge, no paid inclusion, no authorship.
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
HISTORY: INTERACTION BETWEEN GOOGLE AND SEO
Advertising
Word of Mouth Communication
Internet Marketing
Sales Promotion
Point of Purchase Communication
To implement and support the brand
Product or service strategy
Public Relations
POWERFUL BASIC ELEMENTS FOR MARKETING MANAGEMENT
ANALYSIS OF NEEDS IN THE MARKET PLACE
OPTIMIZATION OF THESE NEEDS
AUTOMATION
INTEGRATIONCONTROL WATCHING AND REPORTING
SIMPLE MANAGEMENT AND OPTIMIZATION
ANALYSIS
ADVERTISEMENT BASED ON IMAGES, WORDS, VIDEOS AND GOOGLE+
TIME MANAGEMENT
DEMOGRAPHIC ANALYSIS BASED ON LOCAL TARGETS
DIVIDING ACTUAL BUYERS
AND POTENTIAL BUYERS
KEY WORDS
RESULT ORIENTATION
..and more.
OPTIMIZATION
Cost Per Action
Cost Per Action or CPA (sometimes known as Pay Per Action or PPA; also Cost Per Conversion) is an online advertising pricing model, where the advertiser pays for each specified action - for example, an impression, click, form submit (e.g., contact request, newsletter sign up, registration etc.), double opt-in or sale.
Cost Per Click
Pay per click (PPC) (also called cost per click) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.
OPTIMIZATION Search analytics is the analysis and aggregation of search engine statistics for use in search engine marketing (SEM) and search engine optimization(SEO). In other words, search analytics helps website owners understand and improve their performance on search engines.
Services: It could be undeniable part of
Your marketing strategy
Data Collection: Market Segmentation
Distinct needs, charachteristics, behavior
Could be easily determined.
OPTIMIZATION
Return of Investment
Actual ROI is the one which eventually decides the fate of our future engagement with a client.
Actual ROI = (Total E-Commerce Revenue through SEO + Total Goal Value through SEO)- cost of running the SEO campaign/ cost of running the SEO campaign
Market Conditions: Target marketing could be
Done according to needs
A COMPANY WITH LIMITED RESOURCES MIGHT DECIDE TO SERVE ONLY ONE OR FEW SPECIAL SEGMENTS OR MARKET NICHES .
NICHERS SPECIALIZE IN SERVING MARKET SEGMENTS THAT MAJOR COMPETITORS OVERLOOK OR IGNORE
AUTOMATION
Market Positioning: Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
CONTROL
You can easily control your marketing objectives in the target market with in your limits.
You can develop your marketing campaign accorging to your:
Product
Price
Place
Promotion
Digital technologies are radically changing marketing in several sectors
The new needs: product, with the introduction of co-design with customers; price, with higher levels of transparency; place, with the creation of new ways to reach customers; and promotion, thanks to the new interactive capabilities .
WATCHING & REPORT
INTEGRATION
LET’S MOVE ON TO THE CASE STUDIES..