Search Engine Marketing - Kostas Matziaris, Mindworks Interactive

1,416 views

Published on

Presented at EDEE event "The Digital Challenge", January 23rd 2008, Athens Greece

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,416
On SlideShare
0
From Embeds
0
Number of Embeds
22
Actions
Shares
0
Downloads
44
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Search Engine Marketing - Kostas Matziaris, Mindworks Interactive

  1. 1. <ul><li>Getting in touch with the right visitors </li></ul>Costas Mantziaris Mindworks interactive agency
  2. 4. What Search Marketing is not <ul><li>It’s not something technical. You don’t have to be a great Web Developer or IT Manager to implement Search Marketing </li></ul><ul><li>It’s not very easy to do. It requires knowhow, time, constant testing & patience </li></ul><ul><li>It’s not only about keywords </li></ul><ul><li>You can’t always buy your way up . </li></ul><ul><li>Do it for humans, not (search) engines </li></ul>
  3. 8. Critical Mass
  4. 9. Lower Cost / Visitor
  5. 10. More Benefits… <ul><li>Results that last over time ( Search Engine Optimization) </li></ul><ul><li>You can easily setup campaigns & attract visitors from foreign countries </li></ul><ul><li>Branding </li></ul><ul><li>Accurate Metrics. You know where your money goes </li></ul>
  6. 11. User Behaviour <ul><li>61 % of users think that search engines are extremely valuable in order to find information related to products or services ( Yahoo – OMD 2006) </li></ul><ul><li>71 % of users think that search engines are an extremely valuable source of information, more valuable than opinions of friend or other sources ( AOL/Henley Centre Brand New World research 2004 ) </li></ul><ul><li>Το 36 % of users believes that companies that appear in the top of search results are actually best at their field/sector ( Iprospect – Jupiter Research 2006) </li></ul>
  7. 13. Search Engine Optimization (SEO)
  8. 14. How Search Engines Work C Link INDEX
  9. 15. SEO Methodology <ul><li>Keywords Research & Analysis </li></ul><ul><li>Crawlability issues / HTML Optimization </li></ul><ul><li>Content Development / Copywriting </li></ul><ul><li>Onsite Optimization (body texts , titles , meta tags etc ) </li></ul><ul><li>Internal Linking , Navigation, Sitemaps </li></ul><ul><li>Link Building Campaigns </li></ul><ul><li>eMetrics , Testing & Refinement </li></ul>
  10. 16. Paid Search Marketing (PPC)
  11. 17. PPC Methodology <ul><li>Keywords Research & Analysis </li></ul><ul><li>Advertiser Account Creation </li></ul><ul><li>Account Structure ( Campaigns, Adgroups) & Targeting </li></ul><ul><li>AdTexts Copywriting </li></ul><ul><li>Creation & Optimization of Landing Pages </li></ul><ul><li>eMetrics , Testing & Refinement </li></ul>
  12. 20. <ul><ul><li>Ξεκινά τη λειτουργία του σαν εταιρία εμπορίας Η/Υ στη Θέρμη Θεσσαλονίκης με ένα μικρό συνοικιακό κατάστημα, πριν 2,5 χρόνια </li></ul></ul><ul><ul><li>Το πρώτο website κατασκευάζεται τον Φεβρουάριο του 2005 ( e-shop για laptops) και ξεκινά (από τους ιδιοκτήτες) μια ερασιτεχνική καμπάνια PPC (Adwords) </li></ul></ul><ul><ul><li>H Mindworks αναλαμβάνει την καμπάνια τον Φεβρουάριο του 2006. Ανακατασκευή website. </li></ul></ul><ul><ul><li>Ξεκινά βελτιστοποίηση και παρακολούθηση PPC ενώ από τον Απρίλιο 2006 ξεκινά καμπάνια SEO </li></ul></ul><ul><ul><li>O κλάδος των consumer electronics είναι από τους πλέον ανταγωνιστικούς . </li></ul></ul>
  13. 22. <ul><ul><li>Συνδυασμός Paid Search & Search Engine Optimization </li></ul></ul><ul><ul><li>Διάρκεια Καμπάνιας: 8 μήνες + τακτική συντήρηση </li></ul></ul><ul><ul><li>Long Tail Strategy. 20% από γενικά keywords (1-2 λέξεις) , 80% από εξειδικευμένα (2+ λέξεις) </li></ul></ul><ul><ul><li>Προσπάθεια για έμφαση στα Organic Results και σταδιακή μείωση Paid Search </li></ul></ul>
  14. 27. <ul><ul><li>Conversions Rate: ~ 1 % </li></ul></ul><ul><ul><li>35.000 visitors -> ~ 350 sales </li></ul></ul><ul><ul><li>Adwords Cost for 350 sales: 1.900 euros </li></ul></ul><ul><ul><li>Estimated ROI : ~ 800 % </li></ul></ul>
  15. 28. Costas Mantziaris Mindworks interactive agency

×