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Search Engine Marketing - Wie zoekt die vindt... ...of niet?

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Search Engine Marketing presentation from a workshop in Belgium titled: "Wie zoekt die vindt...of niet?". Overview on SEM, SEO, PPC and Landing Pages. Presentation and workshop by WSI E-Services and Daronet Europe

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Search Engine Marketing - Wie zoekt die vindt... ...of niet?

  1. 1. Wie zoekt die vindt...<br />...of niet?<br />
  2. 2. GOLDEN NUGGETS<br />
  3. 3. WHY ARE WE HERE TODAY?<br />“Buying a Website without Search Engine Optimization or Pay Per Click is like spending your entire budget on a commercial without buying any airtime to show it to the world.”<br />AnizRuda<br />JPMorgan Chase<br />
  4. 4. WHAT IS SEARCH ENGINE MARKETING<br />
  5. 5. YOUR CUSTOMERS ARE SEARCHING<br />
  6. 6. THE SEARCH ENGINE(S)<br />
  7. 7. A BIG NUMBER!<br />1.000.000.000.000<br />
  8. 8. WHY GOOGLE?<br />
  9. 9. HOW SEARCH ENGINES WORK<br />
  10. 10. WHAT A SEARCH ENGINE SHOULD SEE<br />
  11. 11. A PROPERLY INDEXED PAGE<br />
  12. 12. A POORLY INDEXED PAGE<br />
  13. 13. WHERE LIES THE DIFFERENCE<br />
  14. 14. PUSH vs. PULL<br />
  15. 15. TRADITIONAL MEDIA<br />
  16. 16. SEARCH ENGINE MARKETING<br />“It is easy to judge your marketing. How many people are looking for you?”<br />David Ogilvy<br />
  17. 17. MAXIMIZE YOUR MARKETING BUDGET<br />
  18. 18. RETURN ON INVESTMENT<br />
  19. 19. MEASURE, MEASURE AND… MEASURE!<br />
  20. 20. B2C SEARCH ENGINE MARKETING<br />
  21. 21. B2C BUYING HABITS <br />50%<br />Fifty Percent!<br />80%<br />Eighty Percent!<br />
  22. 22. SEARCH IN ONLINE SHOPPING <br />
  23. 23. HOW SOON RESEARCH STARTS<br />
  24. 24. B2C BUYING CYCLE<br />
  25. 25. B2B SEARCH ENGINE MARKETING<br />
  26. 26. B2B BUYING HABITS <br />
  27. 27. B2B INTENT IN SEARCH<br />80%<br />
  28. 28. THE IMPORTANCE OF SEM <br />
  29. 29. WHAT IS SEARCH ENGINE MARKETING<br />
  30. 30. RANKING?<br />
  31. 31. MISCONCEPTION…?!<br />
  32. 32. GOOGLE UNIVERSAL SEARCH<br />All kind of results; differ per searcher<br />
  33. 33. TARGETED TRAFFIC<br />“The biggest waste in marketing is spending money on activities that reach the wrong audience”<br />EranLivneh, MarketingProfs.com<br />
  34. 34. CONVERT THEM….<br />
  35. 35. …TO CUSTOMERS<br />
  36. 36. IT ALL STARTS WITH<br />
  37. 37. WHERE MOST OF YOUR EFFORTS GO<br />KEYWORDS<br />RESEARCH<br />
  38. 38. KEYWORDS<br />
  39. 39. HOW LONG IS YOUR TAIL?<br />
  40. 40. ANATOMY OF A GOOGLE PAGE<br />
  41. 41. THE GOLDEN TRAINGLE<br />Organic Ranking <br />Visibility <br />1. 100%<br />2. 100%<br />3. 100%<br />4. 85% <br />5. 60% <br />6. 50%<br />50%<br />30% <br />30%<br />10. 20%<br />PPC Search<br />Visibility <br />1. 50%<br />2. 40%<br />3. 30%<br />4. 20%<br />5. 10%<br />6. 10%<br />
  42. 42. WHERE DO WE CLICK?<br />13.5%<br />12.2%<br />74.3%<br />
  43. 43. HOW MANY CLICKS TO EXPECT<br />
  44. 44. WHAT DRIVES THEM TO CLICK<br />
  45. 45. SEARCH ENGINE OPTIMIZATION<br />
  46. 46. THINK MONOGAMY <br />
  47. 47. BLACK IS THE WRONG COLOR<br />
  48. 48. PUT YOUR WHITE HAT ON <br />
  49. 49. THE SEO LANDSCAPE<br />Wikipedia links<br />HighValue<br />LowValue<br />Keyword stuffing<br />Link trading<br />Automated content generation<br />Automatedblog spam<br />IP cloaking<br />Press releaseoptimization<br />On pageoptimization<br />Parasite hosting<br />Injected links<br />Paid directorylink building<br />Do followblog comments<br />Search enginesubmission<br />Spam reportingcompetitors<br />DMOZ, Yahoosubmission<br />Metakeywords<br />XML Sitemapcreation<br />Vertical searchtargeting<br />Keyword research<br />Rewriting dynamic URLs<br />Embedded widgets& badges<br />Viral contentLinkbait<br />PageRank sculpting<br />Internal linkarchitecture<br />
  50. 50. CONTENT IS KING<br />URL<br />TITLE<br />OUTGOING LINKS<br />DESCRIPTION<br />BODY TEXT<br />KEYWORD EMPHASIS<br />HEADERS<br />BULLETS<br />
  51. 51. WHAT TO PUT ON THE KEYWORDS TAG?<br />
  52. 52. FRESH CONTENT IS THE QUEEN AND PRINCE<br />
  53. 53. OPTIMIZED UNIQUE CONTENT<br />Title<br />URL<br />Meta Tags<br />Headings<br />Links with keywords<br />Unique content<br />
  54. 54. 7 ESSENTIAL PAGES + 1<br />Home<br />About Us<br />FAQs<br />Products or Services<br />Customer Stories<br />Information Articles<br />News Stories<br />+ Sales Pages<br />
  55. 55. YOUR OFFERING PAGE IS A PYRAMID<br />
  56. 56. MAP YOUR LINKS<br />
  57. 57. OPTIMIZED PAGE DRIVES LONG-TAIL<br />2<br />1<br />3<br />
  58. 58. WHO ARE YOUR FRIENDS?<br />
  59. 59. SEARCH GOES SOCIAL<br />
  60. 60. RANKING ALGORYTHM<br />
  61. 61. (NO) SUBMISSION TO SEARCH ENGINES<br />
  62. 62. SEO IS A PROCESS<br />
  63. 63. START WEB DESIGN WITH SEO<br />“If you&apos;re thinking about hiring an SEO, the earlier the better. A great time to hire is when you&apos;re considering a site redesign, or planning to launch a new site.”<br />&gt;&gt;Google Webmaster Guidelines<br />
  64. 64. WHAT IS THE SEO PROCESS<br />
  65. 65. SEARCH ENGINE ADVERTISING<br />
  66. 66. PPC IS IMMEDIATE<br />
  67. 67. WHAT IS PAY-PER-CLICK (PPC)<br />
  68. 68. HOW DOES PPC WORK<br />
  69. 69. BENEFITS OF PPC<br />
  70. 70. BUILD YOUR CAMPAIGN CORRECTLY<br />
  71. 71. WHAT WILL MAKE THEM CLICK<br />Headline contains your KEYWORDS<br />2nd line: contains a BENEFIT<br />3rd line: contains a FEATURE<br />4th line: Display URL has a KEYWORD<br /> (i.e. www.domain.ext/keyword)<br />
  72. 72. KEYWORDS ALL OVER<br />
  73. 73. KEYWORDS ALL OVER<br />
  74. 74. SPLIT TEST YOUR ADS<br />
  75. 75. DON’T WASTE MONEY<br />
  76. 76. WHAT IS THE PPC PROCESS<br />
  77. 77. PPC IS SALES, SEO IS MARKETING<br />
  78. 78. SEO AND PPC<br />Hello. I’m PPC.<br />And I’m SEO.<br />
  79. 79. KEYWORDS SYNERGY<br />
  80. 80. WHERE YOUR TAIL SHOULD GO<br />LEVERAGE SEO<br />UNLEASH PPC<br />
  81. 81. LAND CONVERTING VISITORS<br />
  82. 82. LANDING PAGES<br />
  83. 83. LAND CONVERTING VISITORS<br />
  84. 84. LANDING PAGE ANATOMY<br />Your Image<br />Your headline<br />Call to Action<br />Trust Signs<br />Body Text<br />
  85. 85. CAUTION IS REQUIRED<br />“No one can guarantee a #1 ranking on Google.<br />Beware of SEOs that claim to guarantee rankings, allege a &quot;special relationship&quot; with Google, or advertise a &quot;priority submit&quot; to Google.”<br /><ul><li>Google Webmaster Guidelines</li></ul>http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291<br />
  86. 86. OPTIMIZE THE MARKETING BUDGET<br />
  87. 87. YOUR MOSTIMPORTANT PAGE<br />!<br />ANNOUNCING The <br />death of the homepage<br />
  88. 88. YOUR MOSTIMPORTANT PAGE<br />
  89. 89. WSI – WE SIMPLY THE INTERNET<br />1500 offices<br />87 Countries<br />8+ Production & Solution Centers<br />345 Certified Google Experts<br />35 Certified Analytics Experts<br />28 Certified Conversion Specialists<br />381 SEO Content Developers<br />182 Certified Landing Page Developers<br />More than 32,000 customers worldwide<br />More than 200,000 results in Google for “Created and Maintained by WSI”<br />
  90. 90. BEST OF BREED COLLABORATION<br />
  91. 91. THANK YOU!<br />www.wsieservices.beinfo@wsieservices.be<br />www.daronet.euinfo@daronet.eu<br />

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