“While a search engine is relatively simple, humans are not”    HAKUKONEMARKKINOINTI1
Samaan aikaan Facebookissa…2
Mitä hakukonemarkkinointi on?    a. Hakukoneoptimointi (search engine optimization, SEO)       –   on-page       –   off-p...
Hakutulossivu (SERP, search engine results page)    mainokset      orgaaniset         tulokset4
Hakukoneoptimointi…5
Hakukoneoptimointi (SEO)    ”Search engine optimization (SEO) is the process of    improving the visibility of a website o...
Miten hakukone toimii? (Broder et al. 2008;    Janssen 2007; in: Salminen 2010)7
Googlen tarkka algoritmi on salaisuus…    Muutamia erittäin todennäköisiä sijoittumistekijöitä    (Harden & Heyman 2009): ...
Yksinkertaistettu PageRank-kaava    “In the general case, the PageRank value for any    page u can be expressed as:    i.e...
Hakukoneoptimoinnin kehitys (1/3)                                         Fishkin10                                       ...
Hakukoneoptimoinnin kehitys (2/3)                                         Fishkin11                                       ...
Hakukoneoptimoinnin kehitys (3/3)                                         Fishkin12                                       ...
Mitä hakukoneoptimointi ei ole (Googlen     kanta)     “Manipulating Google results shouldn‟t be something     you feel en...
Hyvän sisällön tragedia? (hyvää filosofista     SEO-pohdintaa…)     C: But isn’t getting links primarily about creating gr...
Hakusanamainonta…15
Googlen mainosverkkorakenne (Hardington                Consultancy 2007)     1.     Google-haku     2.     Hakupartnerit  ...
Mitä kontekstuaalisuus tarkoittaa?     “A contextual advertising system scans the text of a     website for keywords and r...
Kohdennettavuus: Määrän ja laadun     tradeoff?     “With the content network, you set your ad to reach:         –   Users...
Sisällön ”matching” (Geddes 2009)     “With content advertising, most PPC engines scan the keywords within an     ad group...
Hakusanamainonnan valintoja (Hardington     Consultancy 2006)                                               millä termeill...
Hakumainonnan hinnan määräytyminen     (Salminen 2010)     “At the moment, there are two prevailing auction     mechanisms...
Quality Scoren vaikutus AdWordsissa     Esimerkki        Quality     Vaadittu tarjous    Kilpailijan   Kilp. Quality      ...
Hakumainonnan hinnan määräytyminen     (Salminen 2010)     “Moreover, there is a trade-off for advertisers between     the...
Kumpi on parempi, SEO vai PPC?     •       MOLEMMAT voi saada     •       mutta koska elämme niukkuudessa, tarkastelemme  ...
SEOn etu: sisällön elinkaari (Nielsen 1998)     “Another example is my 1996 article on the top-ten mistakes of Web     des...
PPC:n käyttö arvolupauksen testaamisessa     (Marketing Experiments 2011)                       2. suosi parhaiten toimivi...
Mainonnan rajat… (startup-kokemuksia)     “However, there are limitations to advertising as a customer     acquisition met...
Havaintoja     hakukäyttäytymisestä…28
Mitä kuva kertoo hakusijoituksista?         1. ykkössija on erittäin tavoiteltava: yli    Kuitenkaan            kolmannes ...
F-kaava (f pattern, Nielsen 2006)     yksilöt skannaavat Web-     sivuja, kuten hakutuloksia,                       Sijoit...
Tunnetaan myös nimellä ”Google golden     triangle” (Enquiro 2005)                                             Google     ...
Puhutko nettisivullasi asiakkaiden kieltä?     (Se näkyy hakutuloksissa.)     “Many marketers like to embellish products t...
Hakukone ostopäätöksen tukena (Hotchkiss     et al. 2003)     ”If there was a high     level of familiarity, the          ...
Miksi Google hyötyy heikoista brändeistä?     1. Vahva brändi tarkoittaa, että asiakas ohittaa        hakukoneen ja menee ...
Lineaarinen hakukäyttäytyminen (Hotchkiss     et al. 2003)     ”As marketers, we tend to think of the     search process a...
Epälineaarinen hakukäyttäytyminen         (Hotchkiss et al. 2003)     ”In reality, we see the typical     pattern is quite...
AIDA vs. IADA (Salminen 2012, wp.)     Traditional advertising            Search advertising, however,     follows the AID...
Erilaiset paradigmat: polkuriippuvuus?                       AIDA                       IADA     1st reaction   “seems int...
Search engines as leeches (Nielsen 2006)     “We‟ve known since AltaVista‟s launch in 1995 that     search is one of the W...
Hakukoneiden valta (…jatkuu)     “So, why should non-search sites improve if the search engines     collect all the gains?...
Ratkaisu?     “Despite search engines, websites can make money.     The key is to recognize that, while search engines mig...
Internet-markkinoinnin ”toimintaputki”     (funnel) (Salminen 2012)     Level of     behavior              click          ...
Miksi CTR on vajavainen mittari Internet-     mainonnan tuloksellisuudelle?     ”The other end of the ad‟s hypertext link ...
Laskeutumissivun tulisi vastata             mainostekstiä (relevanssi)     Otsikot vastaavat     toisiaan        Muuta huo...
Klikkihinnan ROI-paradoksi     Koska konversiosuhde vaihtelee, voit maksaa klikeistä     eri määrän (enemmän tai vähemmän)...
Mielenkiintoisia suhteita (Salminen 2012)                                       ?               search                    ...
Hakukoneoptimoinnin ja konversion     kilpailu?     “It‟s unfortunate, but marketers are often held hostage     by the fea...
Kiitos!               ”May the force be with you.”                (Ensi kerralla jedi-koirat!)48
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MA8 Digitaalinen markkinointi (luento 2)

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Aiheesta "Hakukonemarkkinointi"
Turun kauppakorkeakoulu, 15.3.2012.

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MA8 Digitaalinen markkinointi (luento 2)

  1. 1. “While a search engine is relatively simple, humans are not” HAKUKONEMARKKINOINTI1
  2. 2. Samaan aikaan Facebookissa…2
  3. 3. Mitä hakukonemarkkinointi on? a. Hakukoneoptimointi (search engine optimization, SEO) – on-page – off-page b. Hakusanamainonta (pay-per-click advertising, PPC) – hakutulossivut – sisältöverkostot Hakukoneiden JA hakukäyttäytymisen ymmärtäminen!3
  4. 4. Hakutulossivu (SERP, search engine results page) mainokset orgaaniset tulokset4
  5. 5. Hakukoneoptimointi…5
  6. 6. Hakukoneoptimointi (SEO) ”Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the „natural,‟ or un-paid („organic‟ or „algorithmic‟), search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine‟s users.” “Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.”6
  7. 7. Miten hakukone toimii? (Broder et al. 2008; Janssen 2007; in: Salminen 2010)7
  8. 8. Googlen tarkka algoritmi on salaisuus… Muutamia erittäin todennäköisiä sijoittumistekijöitä (Harden & Heyman 2009): 1. Keyword use in title tag Joudumme käyttämään etämittareita (proxy) 2. Anchor text of inbound link laadun selvittämiseksi. 3. Global link popularity of site 4. Age of site 5. Link popularity within the site‟s internal link structure 6. Topical relevance of inbound links to site 7. Link popularity of site in topical community 8. Keyword use in body text 9. Global link popularity of linking site 10. Topical relationship of linking page +200…8
  9. 9. Yksinkertaistettu PageRank-kaava “In the general case, the PageRank value for any page u can be expressed as: i.e. the PageRank value for a page u is dependent on the PageRank values for each page v out of the set Bu (this set contains all pages linking to page u), divided by the number L(v) of links from page v.” linkkien määrä linkkaavien sivujen “maine” (PR)9
  10. 10. Hakukoneoptimoinnin kehitys (1/3) Fishkin10 (2009)
  11. 11. Hakukoneoptimoinnin kehitys (2/3) Fishkin11 (2009)
  12. 12. Hakukoneoptimoinnin kehitys (3/3) Fishkin12 (2009)
  13. 13. Mitä hakukoneoptimointi ei ole (Googlen kanta) “Manipulating Google results shouldn‟t be something you feel entitled to be able to do. If you want to rank highly in Google, be relevant for the user currently searching. Engage him in social media or email, provide relevant information about what you‟re selling, and, generally, be a „good match‟ for what the user wants.” (Kissa ja hiiri -leikki; Google muuttaa algoritmia satoja kertoja vuodessa.)13
  14. 14. Hyvän sisällön tragedia? (hyvää filosofista SEO-pohdintaa…) C: But isn’t getting links primarily about creating great content? R: Tragically, at least in my experience, the answer is a resounding no. Great content is easily missed by the web’s link-heavy audience, while some pretty crummy content that’s been marketed well (or made the right connections or comes from the right sources) will tend to overperform. – The web’s link graph isn’t a meritocracy -ei everything else in life, Pelkkä laadukas sisältö like it’s a popularity contest. Those vaanfind the best ways to distribute, takaa linkkejä, who tarvitaan promote and market jonkinlaista aktivointia! most likely to link to myös their works to the audience it are going to succeed much more so than just the ‘great content’ producers. Just think of it like politics. The best, most rational, reasoned, intelligent arguments are the exception, not the rule. Instead, the conversation and media attention (and thus, public awareness) is focused on concepts that are easy to grasp, virally distributable (which often puts rumor and innuendo above fact) and fit a compelling narrative (rather than add complexity).14 (lue lisää netissä…)
  15. 15. Hakusanamainonta…15
  16. 16. Googlen mainosverkkorakenne (Hardington Consultancy 2007) 1. Google-haku 2. Hakupartnerit • Mobiili • Maps • Youtube • Gmail Sisältöverkko • … (julkaisijat) Automaattinen tai valikoiva kohdentaminen16
  17. 17. Mitä kontekstuaalisuus tarkoittaa? “A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on what the user is viewing. – For example, if the user is viewing a website pertaining to sports and that website uses contextual advertising, the user may see advertisements for sports-related companies, such as memorabilia dealers or ticket sellers. Contextual advertising is also used by search engines to display advertisements on their search results pages based on the keywords in the user‟s query.”17
  18. 18. Kohdennettavuus: Määrän ja laadun tradeoff? “With the content network, you set your ad to reach: – Users on the New York Times – Between 6-9am – On a Monday Morning – If the user is in the business section – And the article is about stock brokers – If the user is in Chicago (or the article is about Chicago stock brokers) The more you segment your audience, the smaller your audience becomes. That‟s an important note as you see dwindling impressions. However, that should also increase your conversion rate.” (Geddes 2009)18
  19. 19. Sisällön ”matching” (Geddes 2009) “With content advertising, most PPC engines scan the keywords within an ad group, and then assign a theme to that ad group. This differs significantly from the search network, where a PPC engine examines a user‟s query and tries to match it to each individual keyword in your account. This creates a one to one matching which is easy to monitor and optimize. – An ad group with the words Sony plasma TV, 36" plasma TV, plasma TV is easy for an algorithm to match to the theme of “plasma TV.” However, an ad group with the words big screen TV, LCD TV, plasma TV isn‟t as straightforward. While all of these words represent high end, expensive TVs, the group appears to be more about TV sets in general and could be matched in a large variety of ways. It is critical for advertisers to control their messaging and relevant themes. Ad group organization is by far the most important piece to pay attention to when advertising on the content network. It is better to have 100 tightly themed ad groups with only 10 keywords in each one, then 10 ad groups of 100 keywords.”19
  20. 20. Hakusanamainonnan valintoja (Hardington Consultancy 2006) millä termeillä EI haluta mainostaa (esim. ”ilmainen”) kenet halutaan tavoittaa ja missä kuinka paljon tietystä hakutermistä halutaan maksaa millä termeillä halutaan mainostaa millaisia luovia valintoja ”Peiliperiaate” (mirroring) tehdään (arvolupaus, Rakenna kampanja peilaamaan20 suostuttelu) markkinoimaasi sivua.
  21. 21. Hakumainonnan hinnan määräytyminen (Salminen 2010) “At the moment, there are two prevailing auction mechanisms in the online advertising. The first one is the simple auction where the highest bid is awarded with the most preferable advertisement placement purely based on the bid amount, second highest bid will have the second most valuable position, and so forth. Secondly, there is the hybrid auction in which the ad position will be determined by a combination of the bid amount and other factors, such as the click-through rate (CTR). This is also known as the Google model of auction because Google uses this type of a mixed auction in its advertising networks by combining bids and what is called a Quality Score.”21
  22. 22. Quality Scoren vaikutus AdWordsissa Esimerkki Quality Vaadittu tarjous Kilpailijan Kilp. Quality score (B) tarjous score 7 B > (7/7=1 €) 1€ 7 8 B > (7/8=0,875 €) 1€ 7 9 B > (7/9=0,78 €) 1€ 7 “The AdWords system calculates Hyvä tietää a Quality Score for each of your • second price keywords. It looks at a variety of factors to measure how relevant sealed auction your keyword is to your ad text and (Vickrey) to a users search query. A keywords Quality Score updates • QS: 1-10 frequently and is closely related to • (ks. Quality its performance. In general, a high Quality Score means that your Score –video keyword will trigger ads in a higher FB:ssä) position and at a lower cost-per- click (CPC).” (Google)22
  23. 23. Hakumainonnan hinnan määräytyminen (Salminen 2010) “Moreover, there is a trade-off for advertisers between the number of terms that can be used and the total cost of the advertisement campaign (Abhishek & Hosanagar 2007, 90) which restricts the use of long-tailing. Overall, keyword auctions relate to search engines‟ ad inventory management. In short, ad networks hold an enormous inventory of advertisements that will, in theory, be shown at the right time to the right consumer through contextual targeting and broad match – and with the right price, since the click prices are based on competition among advertisers.” myös joustaminen relevanssista (post-click) syö luultavasti kampanjan tehokkuutta23
  24. 24. Kumpi on parempi, SEO vai PPC? • MOLEMMAT voi saada • mutta koska elämme niukkuudessa, tarkastelemme asiaa valinnan (tradeoff) kannalta… Optimointi Mainonta Edut Haasteet Edut Haasteet • ”ilmaista” • vaatii • kävijöitä • maksaa resursseja HETI • sisällön • tulokset eivät • kohden- • lyhytkestoinen elinkaari näy heti nettavuus teho, ei viraalia • sisällön • kilpailu suosi- • ROI:n • antimainonta- volyymi tuimmista laskeminen asenne (longtail) hakusanoista • autenttisuus • algoritmin • helpompi • kilp. suosituim- pelko ymmärtää mista hakusan.24
  25. 25. SEOn etu: sisällön elinkaari (Nielsen 1998) “Another example is my 1996 article on the top-ten mistakes of Web design. As shown in the table, it is getting more readers every year: Year Page Views 1996 50,061 1997 72,454 1998 149,52 1999 226,32 2000 387,884 Admittedly, the „top-ten mistakes‟ Alertbox is somewhat of a Web classic, but the more average Alertbox columns also get most of their readers when they are „old.‟ A typical Alertbox accumulates about 80,000 page views over time, only 20,000 of which are received while it is the „current‟ column.” huom! voi myös olla negatiivinen aika-arvo (expiration), riippuu (ehkä siitä) kerätäänkö linkkejä25
  26. 26. PPC:n käyttö arvolupauksen testaamisessa (Marketing Experiments 2011) 2. suosi parhaiten toimivia 3. Iteroi 1. testaa eri kaikessa markkinoinnissa eli toista!26 vaihtoehtoja (ml. landing page)
  27. 27. Mainonnan rajat… (startup-kokemuksia) “However, there are limitations to advertising as a customer acquisition method: Over the 8 week period we used AdWords, however, growth remained linear. That is, while users were creating accounts, they were proportional to the money we put on AdWords and their use of it and their invitation of other parties to share with it did not result in additional accounts being created. If it occurred, it was marginal. Yet, while non-linear growth (the hockey stick) is what a startup should aim for, we had good reason to believe our user experience as it was then wouldn‟t allow us to achieve that type of growth.” (Yaghmour 2010)27
  28. 28. Havaintoja hakukäyttäytymisestä…28
  29. 29. Mitä kuva kertoo hakusijoituksista? 1. ykkössija on erittäin tavoiteltava: yli Kuitenkaan kolmannes klikkaa sitä, ero seuraavaan hakusana- on huomattava mainonnassa 2. klikkausprosentti tippuu jyrkästi optimaalinen alemmilla sijoilla (vrt. below the fold) sijoitus ei ole 3. sijan kymmenen jälkeen klikkaukset välttämättä tippuvat lähes nolliin (kakkossivun aina 1… syndrooma)  miksi?29
  30. 30. F-kaava (f pattern, Nielsen 2006) yksilöt skannaavat Web- sivuja, kuten hakutuloksia, Sijoitu ylös! kaikkea tekstiä kaavamaisesti muodostan ei lueta sijoita tänne väliotsikoita,30 F-kirjaimen avainsanoja, listoja; helpota skannaamista
  31. 31. Tunnetaan myös nimellä ”Google golden triangle” (Enquiro 2005) Google siirsi…31
  32. 32. Puhutko nettisivullasi asiakkaiden kieltä? (Se näkyy hakutuloksissa.) “Many marketers like to embellish products to make them seem grander than traditional fare. But customers define their needs in known terms, so be sure to use them, even if you don‟t think they‟re exciting. The very fact that a word is unexciting indicates that it‟s frequently used. People search for terms like „cheap airline tickets,‟ not „value-priced travel experience.‟ Often, a boring keyword is a known keyword.” (Nielsen 2006)  ongelmana geneeristen hakusanojen suosittuus (kalleus)  longtail keyword strategy (pitkät hakutermit, paljon matalan volyymin termejä)32
  33. 33. Hakukone ostopäätöksen tukena (Hotchkiss et al. 2003) ”If there was a high level of familiarity, the Hakukonetta brändin käytetään tuotetiedon searcher would often hyöty! hakemiseen ja bypass search engines vertailujen tekemiseen and go right to a (yllätys :)33 vendor‟s site.”
  34. 34. Miksi Google hyötyy heikoista brändeistä? 1. Vahva brändi tarkoittaa, että asiakas ohittaa hakukoneen ja menee suoraan yrityksen sivuille. Esim. sen sijaan että kirjoitan Googleen ”kirja lauri pitkäselle”, menenkin suoraan AdLibriksen sivuille. 2. Vahvalla brändillä yritys säästää asiakashankinnan kuluissa, mutta Google häviää. 3. Toisaalta myös vahvoja brändejä haetaan usein (hakukäyttäytyminen) 4. (Google voittaa aina?)34
  35. 35. Lineaarinen hakukäyttäytyminen (Hotchkiss et al. 2003) ”As marketers, we tend to think of the search process as a linear one.” Vrt. AIDA, ACCA/DAGMAR, aff.cogn.con.35
  36. 36. Epälineaarinen hakukäyttäytyminen (Hotchkiss et al. 2003) ”In reality, we see the typical pattern is quite different.” hakuprosessissa asiakas pomppii edestakaisin hakukoneen ja websivujen välillä hän tekee vertailuja, parantaa hakukyselyä hakukone on lähtöpiste (hub) uusiin, parannel- tuihin hakuihin tee nopeasti vaikutus! koita saada asiakas (osoita relevanssi) tekemään jotain36 HETI! (retentio)
  37. 37. AIDA vs. IADA (Salminen 2012, wp.) Traditional advertising Search advertising, however, follows the AIDA model. follows an IADA model. • Attention • Interest • Interest • Attention • Desire • Desire • Action • Action What are the implications? Instead of imagining the customer as the “target” of advertising, firms should understand their active role in searching for information, and tendency to ignore advertising that is not relevant for the task at hand (cf. “banner blindness”). Moreover, if the process begins from an endogenous interest, exogenous advertising loses its ability to persuade (or manipulate) customers. Finally, advertising is delivered by request, or pull, instead of pushing. This contextual advertising is more likely to have immediate utility to the customer because it uses more advanced proxies to capture likely interests than before. Because interest, not attention, is the driving force of the sales funnel, firms are no longer forced to persuade potential customers through advertising but, instead, other elements of marketing.37
  38. 38. Erilaiset paradigmat: polkuriippuvuus? AIDA IADA 1st reaction “seems interesting” • go to Google • go to community P A 2nd reaction click (curiosity) click (intent) T H 3rd reaction ? ? kumpi konvertoi paremmin?38
  39. 39. Search engines as leeches (Nielsen 2006) “We‟ve known since AltaVista‟s launch in 1995 that search is one of the Web‟s most important services. Users rely on search to find what they want among the teeming masses of pages. Recently, however, people have begun using search engines as answer engines to directly access what they want — often without truly engaging with the websites that provide (and pay for) the services.” “Search engines extract too much of the Web’s value, leaving too little for the websites that actually create the content. Liberation from search dependency is a strategic imperative for both websites and software vendors.”39
  40. 40. Hakukoneiden valta (…jatkuu) “So, why should non-search sites improve if the search engines collect all the gains? There are two reasons: 1. Do nothing and you’ll disappear when your competitors improve enough to easily outbid you and therefore consume all the space on the first search engine results page. ([…] more than 90% of users never go beyond the initial SERP.) 2. While search engines will take all the profits from users who arrive from search ads, you get to keep the increased earnings from all other users. Thus, non-search users become the true source of added value from website improvements. In addition to paid search listings, websites also often receive search traffic from free, so-called organic listings. These visitors are obviously no problem, except that you can‟t count on them as a sustainable strategy, since organic listings can change without notice.” (Nielsen 2006)40
  41. 41. Ratkaisu? “Despite search engines, websites can make money. The key is to recognize that, while search engines might take all the value from an initial user visit, you get to keep the value from any non-search business. Thus, you must foster customer loyalty so that users go straight to your site instead of clicking through from search ads.” (Nielsen 2006) Vain osittain!41
  42. 42. Internet-markkinoinnin ”toimintaputki” (funnel) (Salminen 2012) Level of behavior click Action :) Pre-click Post-click* No action :( älä ainoastaan keskity tähän… …vaan koko * ”In watching what happens after a user clicked through to a site, it putkeen became clear that the searcher is 1/20th clear about what they want to see on a site and that the decision is second made quite quickly. Again, men haloefekti (Lindgaard tended to make these decisions faster (about 10 seconds) while 2006) women were a little more deliberate (18 seconds).” (Hotchkiss et al. 2003)42
  43. 43. Miksi CTR on vajavainen mittari Internet- mainonnan tuloksellisuudelle? ”The other end of the ad‟s hypertext link is the landing page. Most often, these pages are highly disappointing and cause the user to back out immediately. This is why even click-through is a poor measure of the value of Web ads since it measures the alluring quality of your creative and not the ad‟s ability to deliver business.”  korkea CTR on helppo saada esim. lupaamalla liikoja, mutta sillä ei saada myyntiä! CTR (klikit / näyttökerrat) x 10043
  44. 44. Laskeutumissivun tulisi vastata mainostekstiä (relevanssi) Otsikot vastaavat toisiaan Muuta huomion arvoista? • yksinkertainen, clean design • ei navigointia • selkeä call-to- action (kontrasti)44
  45. 45. Klikkihinnan ROI-paradoksi Koska konversiosuhde vaihtelee, voit maksaa klikeistä eri määrän (enemmän tai vähemmän), mutta myynneistä saman verran. – “Hence, if you bid $1 per click for an ad group about digital cameras, Bob‟s blog could cost $0.05 per click. If you received 1000 clicks from Bob‟s blog, [with low conversion] the actual cost per conversion is $50. However, on CNET‟s review site, you may pay $1 for each click, however, the conversion rate maybe 1 in 50 which would make the traffic from CNET also have a $50 cost per conversion.” (Geddes 2007) Vaihtelu pätee paitsi sijoituksen kohdalla, myös eri avainsanojen välillä. Palataan tähän konversio-optimoinnin yhteydessä…45
  46. 46. Mielenkiintoisia suhteita (Salminen 2012) ? search purchase hakukone- intention intention strategia semanttiset tuntomerkit click-through as conversion a measure as a measure Kysymyksiä • kuinka suuri osa hakuintentioista (konversiodata) luontaisesti on miten voidaan ostointentioita? tunnistaa • kuinka suuri osa kääntyy hakuja, joiden ostointentioiksi? ostointentio on • mitkä ovat muut hakumotivaatiot? suurempi? • klikkien aika-arvon46 huomioon ottaminen?
  47. 47. Hakukoneoptimoinnin ja konversion kilpailu? “It‟s unfortunate, but marketers are often held hostage by the fear of search rankings. Optimization strategies are sometimes even ignored just to maintain a good keyword ranking. Marketers in these situations are often trying to find a side, rather than a solution. However, like the tension between images and copy, the solution is one of cooperation, not competition.” (Marketing Experiments 2010) – Tämä koska esim. tekstin vähentäminen voi heikentää orgaanista sijoitusta ja tulkittua relevanssia. Kuitenkin, konversion tulisi olla end, optimoinnin means47
  48. 48. Kiitos! ”May the force be with you.” (Ensi kerralla jedi-koirat!)48

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