ONLINE MARKETING INTELLIGENCE. Insights on how to navigate in the ever changing world of Google

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1 ONLINE MARKETING INTELLIGENCE Insights on how to navigate in the ever changing world of Google

2 GROWING MARKET Search media constitutes an increasing part of the online marketing budget for most companies searcus intelligence! 2

3 Ecommerce will keep growing Ecommerce is one of our main industries and it is growing at a very fast rate US e-commerce sales will grow 62% by 2016, to USD 327 billion (Source: Forrester, February 2012). European e-commerce sales will grow by 78% by 2016, to USD 230 billion (Source: Forrester, February 2012). Brazilian e-commerce sales will grow 21.9% in 2012 to USD 18.7 billion (Source: emarketer, January 2012). Chinese e-commerce sales were CNY 780 billion (USD 124 billion) in 2011, an increase of 66% from E-commerce is expected to rise from 3% of consumption to 7% by 2015 (Source: IDC, March 2012). India s e-commerce market is expected to grow to USD 70 billion by 2020, from just USD 600 million in 2011 (Source: Technopak Advisors, February 2012). Indonesian e-commerce sales are forecast to grow from USD 120 million in 2010 to USD 650 million by 2015 (Source: Frost & Sullivan, February 2012). This growth will increase the demand and need for tools, knowledge and processes. One of the main drivers of e-commerce is Search Marketing.

4 Industry Overview Marke&ng Industry Online Marke&ng Industry Offline Marke&ng Industry Search Marke&ng Industry SEARCH INTELLIGENCE Search Engine Adver/sing (SEA) Search Engine Op/misa/on (SEO) 4

5 .when marketers change their focus!

6 The US market of Web Professionals! 6

7 EVER CHANGING WORLD OF GOOGLE From Plain Organic to Universal Search searcus intelligence!

8 Why is it important to work with Google Google had a Google Adwords turnover of approx. USD 35 billion in Consumers use either a search engine or a social recommendation before they purchase online Google has gotten so big that it in many ways reflects what is going on in the physical market also. Meaning if you are getting beaten up in Google you may be getting beaten up in general and the other way around. The number of advertisers is rising New competitors keep entering your market Click prices are rising and the ROAS and ROI is getting more and more difficult for marketers. Over the past 10 years Google has developed a lot and the SERP (search engine result page) we once knew is not the SERP we see to day. 8

9 From Plain Organic 9

10 Adwords (Google Money) 10

11 Pictures (Picasa) 11

12 Video (Youtube) 12

13 Location (Google Places) 13

14 Realtime results from blogs, media and social 14

15 Shopping results 15

16 Understanding the SERPS! SERP s today are as you can see - very much affected by: Geographical location specific data such as Google Place profiles and simply content that is shown to you based on the geographical search you did or the actual location from where you performed your search. Other universal search results such as Pictures, Videos, Social, News, Shopping etc. is taking up a large part of the 10 organic results we once new. Google Adwords was once just a few Ads on the right. Now, on most competitive keywords Google Adwords will take up 3 spots in the top and 8 spots on the right. And now sometimes 3 at the bottom too. Up to 14 advertisers on a SERP. Note: If you add a row of pictures and one of videos in the SERP, more than 50% of the total screen after doing a Google Search will not be related to a traditional organic search ranking, but other Google Property. What is your strategy for this? 16

17 What is your Universal Content Strategy? 17

18 SEARCH INTELLIGENCE What kind of insight can we get? searcus intelligence!

19 Search Intelligence Search Intelligence can help you answer the following questions: Fastest rising competitor in your market for both SEO and Adwords What time of day are your competitors pushing hardest in Adwords Does your competitor s use different add text during morning, midday or evening? Where are you competitors getting their links from and how many? Which keywords are they focusing on in their SEO work? What are the most used keywords in Adwords? Who is loosing rankings and who is gaining rankings? And why? Who is the overall strongest competitor in Search and how does that correlate with the real world? What kind of content is taking up space in the SERPs now and what to expect for the future? 19

20 Organic Visibility Score 20

21 And AdWords Visibility Score 21

22 Combine to: Market overview 22

23 Something changed Now you know the exact effect of those changes J It might also better help you understand the cause of those changes Arrow shoes the way of movement from last report. 23

24 A closer look to winners and losers Domain visibility over time or through an algorithm change (Panda aftermath in this case): 24

25 Strategic planning How visible should you be? Now? 2 In two years? 3 In five? And at what cost? 25

26 Best practices Industry level Organic and PPC mix Which content types rank? Universal Search! Internally Which of my sites or pages are doing best? Why? How come my advertising does better in this category or country? Externally Which site has the most visibility? Why? Who s climbing fastest? How come? Who is getting links from who, how and where! 26

27 AdWords campaign management What is the orange competition doing? Visibility You want the opportunity to react to something like this 27

28 AdWords campaign management What did they decide to focus on? Visibility Before After 28

29 CLIENT CASE: BILKA

30 Development in organic SEO driven sales: Bilka. Organic all Why invest more in generic SEO? Organic Generic only Organic Brand only Growth in organic SEO driven sales First: The long term value of organic generic traffic is significant in comparison to brand related traffic as growth rates are higher and these growth rates means taking market share. Second: When up and running, investment in organic generic traffic pays back in only 3-4 month. Third: Crea&ng similar growth through other channels such as Google Adwords has a significant higher price. See example page 6. Example: ROAS Generic Keywords Google Adwords. Approx. 5

31 The actual numbers in DKK turnover - Bilka August 2010 August 2011 January 2012 April 2012 Organic Traffic - All Organic Traffic - Generic Organic Traffic Brand Only

32 Organic growth actual numbers Bilka Organic all Organic generic Organic brand august august januar april

33 Organic growth actual numbers indexed Bilka Organic all 1500 Organic generic Organic brand august august januar april

34 Search Intelligence and SEO Battle Cards was behind this development: Keeping a close eye on competitors Pointing out which technical issues where to be solved on the website What type of content should be developed for specific categories Which competitors were moving into the different categories and with what focus Where to gain links and where to point them! Who is linking to who and why? And much more..! 34

35 searcus intelligence! Searcus Group Viale Cassarate Lugano Switzerland Mobile

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