Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Understanding Search

1,043 views

Published on

Published in: Technology, Design
  • Be the first to comment

  • Be the first to like this

Understanding Search

  1. 1. Find what you search for!   1
  2. 2. Understanding Search Owned Earned and Shared On Page SEO Social Media Off Page SEMPaid
  3. 3. Search Engine Marketing SEARCHSearch Engine Optimization (SEO) Search Engine Marketing (SEM) 3
  4. 4. 1 Results Page, 2 Ranking Algorithms  PAID SEARCH - SEM PAID SEARCH – SEM ORGANIC SEARCH - SEO4
  5. 5. Visibility  Visibility = placement Placement 1 - 100% Placement 2 - 100% Placement 3 - 100% Placement 4 - 85% Placement 5 - 60% Placement 6 - 50% Placement 7 - 50% Placement 8 - 30% Placement 9 - 30% Placement 10 - 20%The ”golden triangle” for Search – NB placement 1 is not always the most desired placement. Visibility is given by the placement and the placement creates the desired effect!
  6. 6. Push strategies … creates pull  PUSH WWW Consumer  PULL
  7. 7. Integreret Marketing Communication • Search needs to be  integrated in the  overall marketing  Print communication  • Budget allokations  adjusted for periods  with peek interest  when other channels  Digital do their magic • Ad copies having the  Broadcast same expresion as  the rest of the  TV / Radio campaign  communication • This approach will  Search pick up the interest  created in other  channels 
  8. 8. Understanding organic search OFF PAGE SEO Link popularity and High rankings  reputation 55% Technical Content 30% 15% Foundation  ON PAGE SEO
  9. 9. Optimize the investment Turnover Preliminary Optimize Investment 20 %  20 %  Reinvestment  Reinvestment  Optimize Turnover
  10. 10. Thank you10

×