Aeg eksperimenteerida otsimotooriturundusega (mõõdukalt ja mõõdetavalt) Robin Gurney

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Jayson Bradley
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1 Aeg eksperimenteerida otsimotooriturundusega (mõõdukalt ja mõõdetavalt) Robin Gurney

2 Search Marketing is important

3 ..because» More and more people use search» In Estonia more the most popular search tools are NETI, Google and Rambler, and Delfi» Which search engine do you use?

4 Why is it difficult?

5 » 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

6 » 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

7 Search Marketing is not easy but it s very rewarding

8 How does it work?

9 » 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

10 Free organic results and Paid options

13 Meta tags and stuff

14 How searchers behave... depends on their INTENT

15 Navigational searches Where are you? Air Estonia Hansapank SEB Amazon MTV Ministry of Economics Reval Hotels

16 Do you rank well for the obvious?

17 Informational Searches I want to learn about London Mustikad Thomas Edur Ice dancing Digital cameras Kodulaenud

18 Transactional Searches The best they want to DO something BUY Download Access databases etc Nokia n95 Cheap flight Tallinn to London e-turundus konverents

19 Source: Search Engines Marketing, Inc by Mike Moran and Bill Hunt

20 Back one step Web Conversion Cycle search, learn, shop, buy, receive, use, talk about

21 Measuring Search Marketing Success TARGET YOUR FIRST CAMPAIGN ASSESS YOUR CURRENT SITUATION CALCULATE YOUR OPPORTUNITY

22 Target the first campaign» Choose something high profile» Make sure the impact is measurable» Keep it simple» Make it practical

23 Focus on keywords that people use

24 Tools exist to help you to do keyword research in Google Neti wwwärav

25 Match or create landing pages (what do you want people to see when they arrive) and make sure they are indexed.

26 Check rankings of your landing pages for important keywords

27 Check your competitor search rankings

28 Check Google Analytics or Webalyzer etc. to see where traffic is coming from now

29 If possible project keyword demand to calculate future traffic and discover missed opportunities

30 Project future traffic

31 Project traffic to action conversions

33 Summary Target search campaign Choose target area of your site Pick your keywords Assess your current situation Identify landing pages Check search index Check rankings Check competitor rankings Measure current traffic levels Calculate Opportunity Check keyword demand Discover missed opportunities Project your future traffic Project future conversion

34 Define your search marketing Strategy

35 Choose the scope: One product? One line? Whole site? All languages? Size of budget?

36 Duration of campaign: Short or long term? Permanent?

37 Divide the work: Who is going to do what? Copywriting? Tech? Strategy?

38 Some search engine marketing tasks

39 Defining the strategy? Everything in-house? An agency? Organic or paid search or both? Where is budget coming from? How do we prove return?

40 Targeting the search engines? Neti? Google? Delfi Search? wwwärav? Rambler? Yandex? MSN? Yahoo?

41 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)

42 Outsourcing search marketing checklist

43 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.)

44 Selling Search Marketing Internally

45 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

46 Proposal Calculate potential revenue, cost and profit Revenue formula example Project monthly traffic increase = 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

47 Plan

48 Organise: who, organic v paid or both, scope, keyword analysis, budgeting and opportunity spotting

49 Audit: For organic search you will need to check and fix technical and content issues

50 Learn: How will you fill gaps in your knowledge? Training? Outsourcing? Books?

51 Implementation: technical changes, content writing and copywriting, bid monitoring, web analytics (monitor traffic and conversions), link building

52 10 questions executives might ask you (make sure you have the answers)

53 1 What is Search Engine Marketing and why does it matter?

54 2 How does it help achieve my corporate goals?

55 3 Where are we now on this?

56 4 What are competitors doing?

57 5 What are you proposing exactly?

58 6 What s the business value you can achieve for us?

59 7 How much does it cost?

60 8 How long will it take?

61 9 Why should this take priority over xyz (e.g. big banner ad campaigns)?

62 10 What are the risks?

63 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 to point you in the right direction

64 And then you have to execute the plan... but that s for another day

65 Suur tänu!

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