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.

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SEO / SEM Strategies - Presented in MediaME Forum

  1. 1. Search Strategies (SEO/SEM) Let Your Customers Follow you Elias Dabbas November 7, 2010
  2. 2. Topics • Introduction • SEO vs. SEM • The Value of Search • The Power of Search / User Intent • Market Segmentation By Interest
  3. 3. The Media Supermarket
  4. 4. SEO vs. SEM
  5. 5. SEO (Organic)
  6. 6. SEM (Paid)
  7. 7. The Value of Search ‘cooking games’: 2,240,000 ‘dressup games’: 1,220,000 ‘mp3 songs’: 823,000 *queries/month in Arabic
  8. 8. The Power of Search
  9. 9. “Demographics are Dead” Wunderman Report – “How to Think Digital”
  10. 10. Your Market is… “Any group of people who are actively researching a product you offer” Wunderman Report – “How to Think Digital”
  11. 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. 12. User Intent Consider the following keywords: Camera Digital camera Digital camera models Digital camera price comparison Canon powershot sx20 best deals
  13. 13. Another Example GPS GPS navigation Garmin GPS navigation Garmin car GPS navigation Garmin nuvi 660 Buy Garmin nuvi 660
  14. 14. Market Segmentation Search for “adwords keyword tool”
  15. 15. Export the Data Keywords Queries / month [games] 16,600,000 [addicting games] 5,000,000 [free games] 3,350,000 [free online games] 3,350,000 [funny games] 2,740,000 [online games] 2,740,000 [video games] 2,740,000 [flash games] 1,500,000 [pc games] 1,500,000 [computer games] 1,220,000 [fun games] 823,000 [racing games] 823,000 [games online] 673,000 [shooting games] 673,000 [download game] 550,000 [download games] 550,000 [free game downloads] 550,000 [free game] 450,000 [free online game] 450,000 [game online] 450,000
  16. 16. The Art: Spotting Trends / Segments Keywords Queries / month Category [games] 16,600,000 generic [addicting games] 5,000,000 addicting [free games] 3,350,000 free [free online games] 3,350,000 free / browser [funny games] 2,740,000 funny [online games] 2,740,000 browser [video games] 2,740,000 video [flash games] 1,500,000 brower [pc games] 1,500,000 computer [computer games] 1,220,000 computer [fun games] 823,000 funny [racing games] 823,000 action [games online] 673,000 browser [shooting games] 673,000 action [download game] 550,000 computer [download games] 550,000 computer [free game downloads] 550,000 computer [free game] 450,000 free [free online game] 450,000 browser / free [game online] 450,000 browser
  17. 17. Segments of ‘Games’ Category Queries % Generic 16,600,000 35.5% Browser 9,163,000 19.6% Addicting 5,000,000 10.7% Computer 4,370,000 9.4% Free 3,800,000 8.1% Fun 3,563,000 7.6% Video 2,740,000 5.9% Action 1,496,000 3.2% Total: 46,732,000 100.0% Generic Browser Addicting Computer Free Fun Video Action
  18. 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. 19. Thank you

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