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SEO / SEM Strategies - Presented in MediaME Forum

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The business value that search engines can bring you and how you can get insights about your target audience by analyzing the keywords that they use to search for your products / services.

The business value that search engines can bring you and how you can get insights about your target audience by analyzing the keywords that they use to search for your products / services.

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  • 1. Search Strategies (SEO/SEM)Let Your Customers Follow you
    Elias Dabbas
    November 7, 2010
  • 2. Topics
    Introduction
    SEO vs. SEM
    The Value of Search
    The Power of Search / User Intent
    Market Segmentation By Interest
  • 3. The Media Supermarket
  • 4. SEO vs. SEM
  • 5. SEO (Organic)
  • 6. SEM (Paid)
  • 7. The Value of Search
    ‘cooking games’: 2,240,000
    ‘dressup games’: 1,220,000
    ‘mp3 songs’: 823,000
    *queries/month in Arabic
  • 8. The Power of Search
  • 9. “Demographics are Dead”
    Wunderman Report – “How to Think Digital”
  • 10. Your Market is…
    “Any group of people who are actively researching a product you offer”
    Wunderman Report – “How to Think Digital”
  • 11. Why Keywords?
    People search alone usually
    Search is a voluntary act
    Search is not a selection between alternatives it’s an expression of desire
  • 12. User Intent
    Consider the following keywords:
    Camera
    Digital camera
    Digital camera models
    Digital camera price comparison
    Canon powershot sx20 best deals
  • 13. Another Example
    GPS
    GPS navigation
    Garmin GPS navigation
    Garmin car GPS navigation
    Garmin nuvi 660
    Buy Garmin nuvi 660
  • 14. Market Segmentation
    Search for “adwords keyword tool”
  • 15. Export the Data
  • 16. The Art: Spotting Trends / Segments
  • 17. Segments of ‘Games’
  • 18. Summary
    Search can position your brand / site exactly when your target audience is “looking for you”
    Huge awareness and revenue potential
    Extreme precision and insights on target audience
    Market segmentation based on users’ interest
  • 19. Thank you