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2010 06-search engine optimization and marketing example for universities
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2010 06-search engine optimization and marketing example for universities

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Search function is the most important on-demand service on the web. In fact search engines were most used web pages until social media became the new web king. Take a deeper look to your website ...

Search function is the most important on-demand service on the web. In fact search engines were most used web pages until social media became the new web king. Take a deeper look to your website traffic and get to know why and how people visits your site.

Part of the Opiskelupaikka-workshop for Helsinki Education and Research Area (06/2010).

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2010 06-search engine optimization and marketing example for universities 2010 06-search engine optimization and marketing example for universities Presentation Transcript

  • SEARCH ENGINE OPTIMIZATION AND MARKETING Do you understand your customers needs? MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • BACKGROUND Lasse Leponiemi, Business Leader Mediatalo Opiskelupaikka Oy lasse.leponiemi@opiskelupaikka.fi 040 7711 123 IR Visual Works Oy advisor of the board Web Analytics Association Finland member of the national board Teemu Halminen, Business development Mediatalo Opiskelupaikka Oy teemu.halminen@opiskelupaikka.fi 040 480 8080 MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • REFERENCES MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • WHY SEARCH RESULTS MATTER? • Importance of search engines have increased • FINLAND IS A GOOGLE COUNTRY • 37% Google as firstpage / HOMEPAGE – 51% in 15-24 age group • 96% uses Google regularly /REGULAR USAGE – 99% in 15-24 age group know your customer behaviour MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • SEARCH ENGINE • Search engine optimization – organic search = ”cost free” rate in Google – site can be optimized • Search engine marketing – Cost per click advertising, for example Google Adwords – Price per click varies MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • MEASURE AND THINK • CUSTOMER LIFE CYCLE ON THE WEB • Reach – visits, page views, campaigns, error pages • Acquisition – new visitors vs. returning visitors, bounce rate by entry page, avg. time on the site, reffering domains, traffic from search engines., paid traffic • Conversion – KPI conversion rates, abandonment rate, funnel abandonment (it never worked?), avg amount of purchase, sales summary, internal search • Retention – The amount of visits per visitor – The amount of visits before conversion MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • GOOGLE POSSIBILITIES - DON’T BUY ”Clicks to site” MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • WHY PEOPLE END UP HERE? MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • WHAT ARE THEY LOOKING FOR? • Google Trends • search phrase relations MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • SEGMENTATION MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • WE CAN USE THESE TO MEASURE • visitors on certain pages • certain actions, eg. viewing a video, order brochures • registering • IMPORTANT TOOLS: – Reverse Goal Path & Abandoned Goal Funnel • WHAT ARE YOUR GOALS? MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
  • ”MAKE IT BETTER” • Path analysis, referring domains ja exits MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi