SEM strategies for the classified sector<br />How to gain maximum profits out of search?<br />Maciej Gałecki<br />bluerank...
Importance of search<br />Potential of search engines cannot be ignored by the industry<br /><ul><li>25% of „Shopping and ...
Importance of search<br />Potential of search engines cannot be ignored by the industry<br /><ul><li>ALL of bluerank’s cla...
Question: SEO or PPC?<br />It’s all about competition<br />SEO<br />PPC<br />                     Links	                Co...
Question: SEO or PPC?<br />Specifics of SEO and PPC<br />Your way to be no.1 in search engines worldwide…<br />5<br />Miam...
SEM strategy<br />Why to plan Search Engine Marketing in the long term?<br />SEM strategy is about combining SEO & PPC (as...
Planning SEM strategy<br />SEM is not a standaloneactivity<br />It should also be a part of Marketing Mix:<br />SEM<br />M...
Media convergency<br />How does offline influence on online?<br />Domiporta.pl, TV spot<br />Your way to be no.1 in search...
Question:<br />Whatis YOUR experiencewithcombiningoffline and online(SEM) e-marketing activities?<br />Doesitreallywork?<b...
SEO or PPC? Or both?<br />Pros and cons of different approaches<br />SEO<br />PPC<br />Do youhave time to wait for results...
A simple way of combining SEO with PPC<br />Possible scenarios<br />Switching on / off PPC givesnewpossibilities = a const...
SEO or PPC – not a question anymore<br />It’s WORTH combining both channels<br />What if we switch on PPC when successful ...
SEO or PPC – not a question anymore<br />It’s WORTH combining both channels<br />+50%<br />(92% queriesattracted a click)<...
SEO or PPC – not a question anymore<br />It’s WORTH combining both channels<br />+92%<br />Source: iCrossing.com<br />Your...
SEO or PPC – not a question anymore<br />It’s WORTH combining both channels<br />SEO<br />PPC<br />The Synergy Effect<br /...
SEO & PPC in SEM strategy<br />It’sWORTH combiningbothchannels<br />2 x 2 = 8 <br />Source: iCrossing.com<br />Your way t...
Question:<br />Whatis YOUR experiencewithcombiningSEO and PPC?<br />Doesitreallywork?<br />Your way to be no.1 in search e...
What do Clients tell us?<br />As the service provider we face different needs…<br />„Thecheaperthebetter”<br /><ul><li>Min...
SEO preferred to PPC;
TheClientispatient… which „costs” time…</li></ul>BUT:<br /><ul><li>Ittakes time – and thecompetitorsareactive!
Youcannot be 100% surewithresultsinthefuture? </li></ul>Your way to be no.1 in search engines worldwide…<br />18<br />Mia...
What do Clients tell us?<br />As the service provider we face different needs… <br />„We don’t / can’twait”<br /><ul><li>R...
PPC only;
TheClientisimpatient– which „costs” money…</li></ul>BUT:<br /><ul><li>Good for short-termactivity – why to paytoo much in ...
Unstableresults – theyare as long as youspendmoney;</li></ul>Your way to be no.1 in search engines worldwide…<br />19<br /...
What do Clients tell us?<br />As the service provider we face different needs…<br />„We can’t do SEO”<br /><ul><li>Oh yes,...
Criticalproblems and restrictions limit any SEO opportunities;</li></ul>Theresult:<br /><ul><li>Thereisnothingleft but PPC;
…so we turn to „We can’twait” model </li></ul>Your way to be no.1 in search engines worldwide…<br />20<br />Miami General...
What do Clients tell us?<br />As the service provider we face different needs<br />„We want to be present… for a cheapmone...
One channel: SEO or PPC at a time;
Trackingrankingsallows to switch on / off PPC activities;</li></ul>TheResult:<br /><ul><li>Constantexposure – well, yes.</...
What do Clients tell us?<br />As the service provider we face different needs<br />„Maximum traffic – this is important to...
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SEM strategies for the classified sector - ICMA GM Miami 2008

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How to successfully combine SEO & Paid Search in the Classified Media sector? Materials from SEM Workshop held at ICMA General Meeting at Miami, 2008.

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Transcript of "SEM strategies for the classified sector - ICMA GM Miami 2008"

  1. 1. SEM strategies for the classified sector<br />How to gain maximum profits out of search?<br />Maciej Gałecki<br />bluerank<br />Miami, Nov 7th, 2008<br />Your way to be no.1 in search engines worldwide…<br />1<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  2. 2. Importance of search<br />Potential of search engines cannot be ignored by the industry<br /><ul><li>25% of „Shopping and Classified” trafficcomesfromsearchengines’ organicresults:</li></ul>Your way to be no.1 in search engines worldwide…<br />2<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  3. 3. Importance of search<br />Potential of search engines cannot be ignored by the industry<br /><ul><li>ALL of bluerank’s classified clients gain majority of traffic from both organic & paid listings:</li></ul>30 – 90%of traffic from SEO / PPC<br />Your way to be no.1 in search engines worldwide…<br />3<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  4. 4. Question: SEO or PPC?<br />It’s all about competition<br />SEO<br />PPC<br /> Links Content<br />Quality<br />Yes? No? All?<br />To improve content, build links (SEO) or work on campaign quality (PPC)?<br />Your way to be no.1 in search engines worldwide…<br />4<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  5. 5. Question: SEO or PPC?<br />Specifics of SEO and PPC<br />Your way to be no.1 in search engines worldwide…<br />5<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  6. 6. SEM strategy<br />Why to plan Search Engine Marketing in the long term?<br />SEM strategy is about combining SEO & PPC (as the main channels) in order to:<br />Emphasizebenefits<br />Reducedisadvantages<br />Your way to be no.1 in search engines worldwide…<br />6<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  7. 7. Planning SEM strategy<br />SEM is not a standaloneactivity<br />It should also be a part of Marketing Mix:<br />SEM<br />Media convergency<br />Marketing MIX<br />Your way to be no.1 in search engines worldwide…<br />7<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  8. 8. Media convergency<br />How does offline influence on online?<br />Domiporta.pl, TV spot<br />Your way to be no.1 in search engines worldwide…<br />8<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  9. 9. Question:<br />Whatis YOUR experiencewithcombiningoffline and online(SEM) e-marketing activities?<br />Doesitreallywork?<br />Your way to be no.1 in search engines worldwide…<br />9<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  10. 10. SEO or PPC? Or both?<br />Pros and cons of different approaches<br />SEO<br />PPC<br />Do youhave time to wait for results…?<br />Isitreallycheap…?<br />SEO & PPC = <br />= maximumexposureinsearchlistings<br />Your way to be no.1 in search engines worldwide…<br />10<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  11. 11. A simple way of combining SEO with PPC<br />Possible scenarios<br />Switching on / off PPC givesnewpossibilities = a constantexposureinlistings:<br />SEO – NO / PPC - YES<br />SEO – YES / PPC - NO<br />Your way to be no.1 in search engines worldwide…<br />11<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  12. 12. SEO or PPC – not a question anymore<br />It’s WORTH combining both channels<br />What if we switch on PPC when successful in SEO?<br />„Surroundeffect” – double exposureinsearchenginelistings (paid & organic) atthe same time<br />Your way to be no.1 in search engines worldwide…<br />12<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  13. 13. SEO or PPC – not a question anymore<br />It’s WORTH combining both channels<br />+50%<br />(92% queriesattracted a click)<br />(60% queriesattracted a click)<br />Source: Nielsen ReelResearch<br />Your way to be no.1 in search engines worldwide…<br />13<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  14. 14. SEO or PPC – not a question anymore<br />It’s WORTH combining both channels<br />+92%<br />Source: iCrossing.com<br />Your way to be no.1 in search engines worldwide…<br />14<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  15. 15. SEO or PPC – not a question anymore<br />It’s WORTH combining both channels<br />SEO<br />PPC<br />The Synergy Effect<br />1 + 1 = 3<br />Your way to be no.1 in search engines worldwide…<br />15<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  16. 16. SEO & PPC in SEM strategy<br />It’sWORTH combiningbothchannels<br />2 x 2 = 8 <br />Source: iCrossing.com<br />Your way to be no.1 in search engines worldwide…<br />16<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  17. 17. Question:<br />Whatis YOUR experiencewithcombiningSEO and PPC?<br />Doesitreallywork?<br />Your way to be no.1 in search engines worldwide…<br />17<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  18. 18. What do Clients tell us?<br />As the service provider we face different needs…<br />„Thecheaperthebetter”<br /><ul><li>Minimum useracquisitioncostisthe most important;
  19. 19. SEO preferred to PPC;
  20. 20. TheClientispatient… which „costs” time…</li></ul>BUT:<br /><ul><li>Ittakes time – and thecompetitorsareactive!
  21. 21. Youcannot be 100% surewithresultsinthefuture? </li></ul>Your way to be no.1 in search engines worldwide…<br />18<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  22. 22. What do Clients tell us?<br />As the service provider we face different needs… <br />„We don’t / can’twait”<br /><ul><li>Resultshave to be RIGHT NOW;
  23. 23. PPC only;
  24. 24. TheClientisimpatient– which „costs” money…</li></ul>BUT:<br /><ul><li>Good for short-termactivity – why to paytoo much in long term?
  25. 25. Unstableresults – theyare as long as youspendmoney;</li></ul>Your way to be no.1 in search engines worldwide…<br />19<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  26. 26. What do Clients tell us?<br />As the service provider we face different needs…<br />„We can’t do SEO”<br /><ul><li>Oh yes, therearestillSEO-unfriendlyapplications;
  27. 27. Criticalproblems and restrictions limit any SEO opportunities;</li></ul>Theresult:<br /><ul><li>Thereisnothingleft but PPC;
  28. 28. …so we turn to „We can’twait” model </li></ul>Your way to be no.1 in search engines worldwide…<br />20<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  29. 29. What do Clients tell us?<br />As the service provider we face different needs<br />„We want to be present… for a cheapmoney”<br /><ul><li>The „Surroundeffect” doesn’treallyconvince;
  30. 30. One channel: SEO or PPC at a time;
  31. 31. Trackingrankingsallows to switch on / off PPC activities;</li></ul>TheResult:<br /><ul><li>Constantexposure – well, yes.</li></ul>BUT:<br /><ul><li>Maximumtraffic – not really </li></ul>Your way to be no.1 in search engines worldwide…<br />21<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  32. 32. What do Clients tell us?<br />As the service provider we face different needs<br />„Maximum traffic – this is important to us”<br /><ul><li>„Surround effect” – Yes, please!
  33. 33. Aggresive exposure – really eye-catching;
  34. 34. Branding effect in long term;</li></ul>The result:<br /><ul><li>Constant exposure - certainly;
  35. 35. Maximum traffic – certainly;
  36. 36. Brand recognition and awareness – certainly! </li></ul>Your way to be no.1 in search engines worldwide…<br />22<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  37. 37. What do Clients tell us?<br />As the service provider we face different needs<br />„Maximize my ROI”<br /><ul><li>The channel is not important – it’sallaboutthekeywords / ad placement;
  38. 38. Ifthekeywordconverts – „Maximumtraffic – thisisimportant to us”;
  39. 39. Ifthekeyworddoes not bringprofits – let’scutcosts;</li></ul>Theresult:<br /><ul><li>Positive ROI – that’sthegoal;</li></ul>BUT:<br /><ul><li>Saleseffectonly (nothingincommonwiththebranding);</li></ul>Your way to be no.1 in search engines worldwide…<br />23<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  40. 40. What do Clients tell us?<br />As the service provider we face different needs<br />„PPC test – for thepurposes of SEO”<br /><ul><li>Close to „Maximize my ROI” – goalis to choosekeywords to gain natural rankings for;
  41. 41. Keywordprofitabilityisthe most importantfactor;</li></ul>Theresult:<br /><ul><li>Provenfigures = NO risk of inefficient SEO;</li></ul>BUT:<br /><ul><li>We againfocus on salesonly;
  42. 42. Test differentapproaches – alsothebadones.</li></ul>Your way to be no.1 in search engines worldwide…<br />24<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  43. 43. SEM is not onlyaboutsearchresultspages<br />Don’tforgetcontextualadvertising<br />A succesful SEM strategyincorporatesotheropportunitiesdelivered by searchengines – likecontenttargetting. <br />Your way to be no.1 in search engines worldwide…<br />25<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  44. 44. SEM is not onlyaboutsearchresultspages<br />Don’tforgetcontextualadvertising<br />Result: Widereachin a short time withmultiple ad formatsbringingcheaptraffic.<br />Your way to be no.1 in search engines worldwide…<br />26<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  45. 45. SEM is not onlyaboutsearchresultspages<br />Don’tforgetcontextualadvertising<br />Thousands of websitesmatchwithyourcontent:<br /><ul><li>Brandingeffect;
  46. 46. A coherentcommunication;
  47. 47. Makinguse of media convergency;
  48. 48. Example: an articlementioningyourbrand / website – areyousurethereisalways a link available for theinterestedpeople?</li></ul>Your way to be no.1 in search engines worldwide…<br />27<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  49. 49. SEM strategy – things to remember<br />Sometimesyou HAVE TO be presentinsearchlistings<br />SEO:<br /><ul><li>Brands, brandedkeywords – whatappearsin Top10?
  50. 50. Homepage (1);
  51. 51. „Place an ad” (2);
  52. 52. Importantsections, e.g. „cars” (3, 5);
  53. 53. PR news (6);
  54. 54. Web 2.0 – forum, RSS (7, 8);
  55. 55. 2 otherbrands of the company (4, 10);
  56. 56. Wikipedia (9);</li></ul>NO negativeentries!<br />Your way to be no.1 in search engines worldwide…<br />28<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  57. 57. SEM strategy – things to remember<br />Sometimesyou HAVE TO be presentinsearchlistings<br />PPC:<br /><ul><li>Temporarypromotions, e.g. „Premium Ad with XX% discount NOW”;
  58. 58. Whenyoucannot do SEO withyourapplication;
  59. 59. Or whenthekeywordsaretoocompetitivein SEO;
  60. 60. Finally, whenyourcompetitorsaretoogoodin SEO </li></ul>Your way to be no.1 in search engines worldwide…<br />29<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  61. 61. Conclusions<br />Whatdoes SEM strategymean to me – theclassifiedsiteowner? <br /><ul><li>A widerange of approachesallows to define a SEM strategyrelevant to particularproject’sneeds and targets;
  62. 62. SEM strategyissomething to plan inthelong term;
  63. 63. SEM isalwaysa part of Marketing Mix– and has to be includedinthe general marketing strategy of the company;</li></ul>OR…<br />„Ifyouarelistednowherein Google, youdon’texist”<br />Your way to be no.1 in search engines worldwide…<br />30<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  64. 64. TheFinal Question:<br />Which SEM approachisthe most relevant one for you?<br />Your way to be no.1 in search engines worldwide…<br />31<br />Miami General Meeting 2008, November 5-9th, 2008<br />
  65. 65. Thankyou,<br />Maciej Gałecki,<br />CEO, Bluerank<br />80 Gdańska street<br />90613 Łódź, Poland<br />P: 004842 6323321<br />M: 0048 0502 224 467<br />m.galecki@bluerank.pl<br />www.bluerank.pl|bluerank.blogspot.com<br />Your way to be no.1 in search engines worldwide…<br />32<br />Miami General Meeting 2008, November 5-9th, 2008<br />

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