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SEM strategies for the classified sector - ICMA GM Miami 2008
 

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.

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

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