Pathway to Implement Search
Marketing
Kapil Nakra
CEO, OMLogic Consulting
http://www.omlogic.com

“The general who wins a
battle makes many
calculations in his temple
before the battle is fought”
Sun Tzu, The Art of War

What to expect?
•Insights for creating a framework for
successful SEM implementation
•Where and How SEM fits in “The Big
Picture” ?

Successful Implementations

Top Line Growth by 25% with Zero
Increase in Cost
Old website New website
How?

Inquired
“Who is coming to our website?”

What We Discovered?
• Professionals thinking “Why certification?”
Not talking to them
• Professionals thinking “Which one?”
Not talking to them
• Professionals thinking “How to Prepare?”
Not talking to them
• Professionals clear about everything. Now looking for
specific product.
Talking to them – but not very clearly

Impact
• Loosing customers during trust building
stage
• No relationship with customers
• Talking to very small percentage of
visitors.

What We Decided?
“Talk to customers at every stage in a
sales cycle”
• Articles on “Why to Certify?”, “Which
one for you?”
• Preparation guides for all certifications
• Revamped site navigation and user
experience
Result: 25% increase in Revenue

Another Example

Lead/Traffic increased from
0.75% to 10.75%
Old website New website
How?

Redefined our Position
• From “Solution” to “Service”
• From 5 categories of “Skill Assessment
Solution” to 2 types of “Online Test”
• Introduced online selling
• Identified 4 differentiating factors and
revamped the Marketing
Communication
Result: Leads/Traffic increased from 0.75% to 10.75%

Quick Recap
The Domain centric issues like
Marketing Strategy, Pricing structure,
Positioning plays a critical role in
achieving the objective of going online.
And...
As “Search Marketer” we are not directly
accountable for these things.
But...
They impact the work we do!

Where do we fit in?
Business Strategy
Marketing
Promotion
(Product, Service or a Brand)
Free Listing Paid Listing

How can we ensure great
results?

Clearly defined purpose for “Going Online”
• Brand awareness
• Lead generation
• Direct sales
• Customer experience improvement etc..

A Well Defined “Positioning”
• What Segment of customers are
targeted?
• What is/are the value proposition(s)
and how will the products/services be
differentiated.
• Pricing strategy

Customer Intelligence & Measurability
• Is the decision making process based on the
Gut feeling or Is there built-in Customer
Intelligence in the decision making process?
– What is the interaction level with customers?
• What is the level of measurability
implemented:
– Revenue/Visitor
– Profit/Visitor
– Revenue/Visitor for all categories of traffic
(Organic, PPC, Referral, Direct)

Conclusions
• In rest of the conference we will go into
the details of our Job as Search
Marketer.
• But do not forget “the big picture”
inside of which we are working.

Thank you
Wish you all a fulfilling
Conference!
Questions
kapil.nakra@omlogic.com