The document discusses search engine optimization (SEO) and pay-per-click (PPC) advertising. It provides definitions and overviews of key concepts such as on-page and off-page SEO, content networks for PPC advertising, and how search engine results pages are organized. The document also examines factors that influence search engine rankings and click-through rates, such as keyword use, link popularity, and ad relevance to content.

1. “While a search engine is relatively simple, humans are not”
HAKUKONEMARKKINOINTI
1

2. Samaan aikaan Facebookissa…
2

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. Hakutulossivu (SERP, search engine results page)
mainokset
orgaaniset
tulokset
4

5. Hakukoneoptimointi…
5

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. Miten hakukone toimii? (Broder et al. 2008;
Janssen 2007; in: Salminen 2010)
7

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. 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. Hakukoneoptimoinnin kehitys (1/3)
Fishkin
10
(2009)

11. Hakukoneoptimoinnin kehitys (2/3)
Fishkin
11
(2009)

12. Hakukoneoptimoinnin kehitys (3/3)
Fishkin
12
(2009)

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. 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).
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(lue lisää netissä…)

15. Hakusanamainonta…
15

16. Googlen mainosverkkorakenne (Hardington
Consultancy 2007)
1. Google-haku
2. Hakupartnerit
• Mobiili
• Maps
• Youtube
• Gmail
Sisältöverkko • …
(julkaisijat)
Automaattinen
tai valikoiva
kohdentaminen
16

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.”
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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)
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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.”
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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 peilaamaan
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suostuttelu) markkinoimaasi sivua.

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.”
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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 user's search query. A
keyword's 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)
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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 tehokkuutta
23

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.
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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 linkkejä
25

26. PPC:n käyttö arvolupauksen testaamisessa
(Marketing Experiments 2011)
2. suosi parhaiten toimivia 3. Iteroi
1. testaa eri
kaikessa markkinoinnissa eli toista!
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vaihtoehtoja (ml. landing page)

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. Havaintoja
hakukäyttäytymisestä…
28

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. 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. Tunnetaan myös nimellä ”Google golden
triangle” (Enquiro 2005)
Google
siirsi…
31

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)
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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. 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. 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. 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 jotain
36 HETI! (retentio)

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. 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. 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.”
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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)
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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. 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. 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 100
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44. Laskeutumissivun tulisi vastata
mainostekstiä (relevanssi)
Otsikot vastaavat
toisiaan
Muuta huomion
arvoista?
• yksinkertainen,
clean design
• ei navigointia
• selkeä call-to-
action (kontrasti)
44

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. 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-arvon
46 huomioon ottaminen?

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 means
47

48. Kiitos!
”May the force be with you.”
(Ensi kerralla jedi-koirat!)
48