Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013
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Guest lecture by Erdal Gul Topic: Digital Marketing @Hogeschool INHolland Rotterdam
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Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013
- 1. Doing Business in the Digital Age
- 2. Who is Websem? • 15 years of combined knowledge & experience in SEM • Fields of expertise: SEARCH ENGINE MARKETING * SEO * SEA (Google AdWords) “best practices” * Online Marketing Strategies * Business Intelligence * Consultancy & Training • Clients : National & In International
- 3. Topics for today • Everybody talks about it … SEARCH ENGINE MARKETING • Doing Business in the Digital Age • Why & How ? practices” “best • SEO is the best long term digital investment • On page - Off page SEO - Keyword Research • Questions
- 4. Everybody Talks About it … But many forget the most important aspect of Digital Marketing. Doing online business is not about quick wins or profits but how to SEARCH ENGINE MARKETING obtain a long term investment which stands for optimal exposure in “best practices” search engines. The combination of long term & short term demands a lot of research & analysis. “ SEM contains a wide range of different digital channels. The combination of SEO, SEA, Social Media, Display Advertising, Video Marketing can turn a standard marketing strategy into a solid digital asset. ”
- 5. Doing Business in the Digital Age • It’s Not about Speed ” • Data Collection is essential • 3 keywords : PR, Communication & Words
- 6. Why & How ? Why? SEARCH ENGINE MARKETING ” 85% of online visitors use search engines to research a purchase. ” “ 1 in 3 conversions takes place 30 days after the research began. “ “best practices” “ Google market share in Europe April 2012: 94.51% ” “ Google handles 100 billion searches per month “ How? PPC (Google AdWords), Display Advertisement, Video, Social Media, Affiliate marketing, e-Mail marketing, Content Marketing …
- 7. SEARCH ENGINE MARKETING “best practices”
- 8. ”
- 9. SEO is the best long term digital investment SEARCH ENGINE MARKETING “best practices”
- 10. SEO is the best long term digital investment No direct domination on the web, but longterm authority Keeps the balance between paid and organic search SEARCH ENGINE MARKETING Is supported by Social Media, the evolution of the last decade “ practices” The majority of web traffic is driven by the major commercial search best engines such as Google or Bing It’s NOT an auction like AdWords (= no cost per click) Less than 25% of users search the 2nd page of search engines Most intensive process to acquire results 3 Core elements : 1) Website structure 2) Content 3) Link Popularity
- 11. “ We rank the results using over 200 Factors ” SEARCH ENGINE MARKETING “best practices”
- 12. On page, Off page SEO & Keyword Research SEARCH ENGINE MARKETING “best practices”
- 13. Google’s Keyword Tool SEARCH ENGINE MARKETING “best practices”
- 14. Google AdWords Keyword Data SEARCH ENGINE MARKETING “best practices”
- 15. Content Creation Take the OUTPUT of your Keyword Research SEARCH ENGINE MARKETING “best for your Audience (( Natural/Engaging Content ) practices” High Volume Keywords ) Write Content for Search Engines Write Compelling Content Whatever you Create just Make it Social Sharable !
- 16. Link Building SEARCH ENGINE Wikipedia MARKETING “best practices” building describes number “ link aimed at increasing the actions and quality of inbound links (incoming links) to a page.”
- 17. Social Supports SEO SEARCH ENGINE MARKETING “best practices”
- 18. Tools SEARCH ENGINE MARKETING “best practices”
- 19. ”
- 20. ” Erdal Gül Founder WEBSEM erdal@websem.be Twitter: seo_websem