Post on 15-Jul-2015
The Power of SEO
Search Engine Marketing
kmh@nem.is
Iceland
I am business person
I care aboutthe opportunity
Strategy -> Implement
The world
Web Marketing
80% of searches are
informational
80%
Why is this important?
• With close 2.100.000.000 people using the Internet world wide it is taking down all barriers in the way we can market our products and services
The merger has begun
More importantly
• Mobile phones world wide have passed 4,6 billion with over 1 billion smart phone users
Internet versus traditional
Web Marketing
Every page is the front page
The Net is Turning the Advertising World on its Head
1. Increasingly the consumer is in control
2. Technology innovation and broadband penetration foster environment of consumer’s need for relevant and on demand information
3. Marketers held to new levels of accountability to Business ROI vs Media ROI
4. Escalating content choices creating new complexities for marketers
5. Consumer shopping behaviors have been radically altered
Four Fundamentals of SEO
SEOIndexibility
Relevance Authority
Clickability
IMPORANT: “Idexability”
• Is the search engine robot able to access the content on
your site – Here the CMS plays a major role!
• Are there robot traps and barriers to indexing
– Content stuck in images
– Improper redirects
– Incorrect robots coding
– JavaScript and DHTML navigation
– Multiple dynamic variables & Session ID’s
– Session ID’s or cookie restrictions
Crawling
Indexing
Ranking
Which pages have the search engines crawled?
What kind of pages are they?
Has the search engine indexed all of the crawled pages?
How’s the search engine traffic?
Test your site
Inclusion Test
Test how many pages are being indexed
site:www.yourdomain.com
Into the searchers mind
Searcher's intent is either
navigational, informational,
or transactional?~ Source: 2008 Web-Smart CMO Report
80%80% of all
searches are informational
.(Penn - 2008)
Consumers embrace the Internet!
95%of corporate purchasing agents use the Web to research purchases of products and services.
93%of consumers use the Internet to
research major purchases.
64%of net users start
purchase research with search engines.
+130Europe retail e-commerce sales
In billions of £ las t year.
Consumer is in Control
Shift in the way consumers engage…– Visitor Controlled: Pull vs Push – Consumers can engage
on their own terms
– Task Oriented: The consumer is no longer surfing the Web aimlessly; They are on a quest to find, do or buy something!
– Low Risk: If they don’t like what they see they are just a click away from the back button.
– Comprehensive: Vast amount of information both empowers and frustrates
– Transparent: Transparency equates to credibility –consumers demand respect
The Online Brand
Brand online is about:
• Visibility – Attracting customers who are actively looking for you
• Usability – Engaging customers with clear concise web site that speaks their language
• Transparency – Retain customers with open dialogue and information that empowers
The Web is Marketing Glue
Over 56 percent of marketing
executives said that the web was
either the hub of their
organization’s marketing strategy,
or that it will become the hub in
the next year.~ Source: Web-Smart CMO Report
56%
People react online
• You can see clearly when things are top of mind they become top of search – This is Iran only searches.
People react online
Online Effect of Offline “happening”
Short Case: “Volcano goes off in Iceland”
• The Problem:
– A small volcano in Iceland starts to erupt
– Flights are halted and millions are stranded
– People are interviewed and state “I hate Iceland”
• Result:
– Searches for Iceland go up 800%
– Searches for Iceland travel go up 600%
– 2011 Record year tourism
Carpe Diem
MomentSeize the
Take advantage the situation
• Feed the need for control and create compelling information consumers will pull and interact with on demand.
• Test your offline messaging with paid search advertising before it goes live
• Close the awareness loop with search by monitoring increased demand for new keywords
• Plan for and take advantage of the increased demand at search engines generated by offline
• Embrace search in your 360-degree world
The mapping cycle of “users” is closing
FieldThe
PurchaseThe
QueryThe Social
GraphThe Status
updateThe
Check-in
Signal What I Buy What I wantWho I am and know
What I’m doing /
HappeningWhere I Am
Sampleplayers
AmazoneBay
Limundo
GoogleYahooBing
FacebookMySpaceGoogle
TwitterFacebook
GowallaYelp
Foursquare
Early day’s
• Despite all the hype search marketing is still in it’s infancy – It is just starting!
• There are developed markets like the US and the UK
• There are emerging markets like Brazil, China and Iran to mention few
• In Europe, countries like Serbia, Bulgaria and even Russia with great and growing potential
• Then there is Asia and Africa etc…
• And let’s not forget possible privacy issues and how governments in various countries are dealing with the Internet
New players in town
• More than 9 in 10 marketers are planning a Facebook presence by the end of 2011
• World wide social media sites like Facebook, Twitter and LinkedIn have well over 1 billion users world wide
• Facebook just reach 800 million users in May 2011 and is growing fast
• In a recent survey from Business.com, 73% of B2B respondents who were using social media had less than two years of social media marketing experience.
Organic Visibility 101
Web Marketing
20:40:40 SEO rule
20%
Copy / Text
- Quality
- Accessibility
- Meta data
- & more …
Technical items
- Site Architecture
- Navigation
- Programming
- & more …
40% 40%
Links
- Quality
- Content relation
- & more …
20%
80%
What does Google say?
• Google Webmaster tools says it looks at over 200 items when it ranks web sites
• I say let’s put most our efforts into these
– Make sure your CMS in crawler friendly
– Good unique descriptive title focusing on your main keywords <title>• Don’t overfill your page with text for the sake of search engines.
• Think about the keywords people are actually going to search for
– Good text that includes all your targeted keywords
– Don’t lock you text in images
– Have an option for user reviews and comments
Then there are links
The visibility options are many
• Organic results
• Pay Per Click results
• Online News Results
• Online social media results
• Image search
• Video search
• More later in the deck…
Case StudiesPure Organic
The Power of SEO
Start-up / Case Study
• What happens when you open an online shop and only use search to market it?– Year one - 2004: $4500
• Close to zero inventory
– Year two – 2005: $32,500
– Year three – 2007: $150,000
– Year four – 2008: $190,000.-
– Year five – 2008: $360,000.-
– Year six – 2009: $800,000.-
– Year seven – 2010: $1,000,000.-• Physical store opened in 2009
• Minimum inventory
• 2.5 employees
What was done:Good CMSKeyword analysisOrganic Search marketing
DressUp Games .COM
DressUp Games Est 30,000 Unique Visitors per day Est 40,000,000+ page views per month 10 years old Over 1 million $ profit ½ employee
Great Local Sample of Success
Link Building
Nice dog?
Getting links should
• Increase your traffic considerably
• Improve your search engine visibility through more link popularity
• Give an extra resource to your website
• Save you a lot on other advertising spend
• Have high ROI as you site gains momentum
Search for “Click here” in Google
• What comes on top is Adobes Acrobat Reader page (PDF reader plug-in), and why is that?
• Tens of thousands of pages are linking to them with the word “Click here” in the URL, anchor tag.
Create your own “Click Here” Strategy
• What is your “click here” phrase?
– “Hotel in Central Tehran”
• Use that as you can in your Link Request Anchor tags
– Anchor tag = The text on the link
• Use that in your Description text that comes with the link request
– Our family owned Hotel in Tehran is located only 60 minute drive from the airport and offers ….
• Use that in the URL of the landing page your are link requesting towards
– www.vphotel.com/en/tehran
The Concept of Region
• According to John Riccardi former Product Manager, Search Distribution at Yahoo! Europe, there is something called “the concept of region” in regards of visibility, the basics of it are:
– The language your site is in (35%)
– The language and type of the links pointing to you (35%)
– Your ccTDL e.g. .DE for Germany (25%)
– Your hosting location (5%)
– Note: The Weighting (%) is based on my experience but varies between clients and vertical
.. Setting the pace
POST
POST
• The POST Method (Groundswell / Forrester)
– People• Understand where you customers are?
– Objectives• Decide what you want to achieve
– Strategy• Plan the impact of your efforts
– Technology• Choose the technology that fits
.. Universal Results
What
.COM
.co.uk.de.dk
.no
.is.se.fr
.us
.nl
.pt
User forums
Email lists
PR
YouTube
Intranet
Flickr
Digg
Vimeo
BlogsCompanyRegionalTopicalCEO
Mapping your digital asset cloud
G Buzz
Slide Share
eBay
RSS
Technorati
WebinarsNewslettes
Mobile
PPC
Display
SEO main areas of focus
Direct RequestsSite sponsoringPress releases
Article syndicationLink remeddiations
Monitoring & measuring
Link reportingSyndication reporting
Content optmizationPage Markup (H1, H2, etc)
Link structureURL structure
Asset optmizationContent optmization
Page loading timeCode validation
Broken linksSite maps and Robots txt‘s
Servre fuctions
Content AuditsKw visibility reports
Web AnalyticsKw Efffectiveness score
Page Indexed
Link checkingPage validation
Server responseHTTP Header checks
Off-Site
On-Site
Technical
Content is Much More Than Text
Direct RequestsLink remeddiations
Site sponsoringPress releases
Article syndication
Monitoring & measuring
Link reportingSyndication reporting
Content optmizationPage Markup (H1, H2, etc)
Link structureURL structure
Asset optmizationContent optmization
Page loading timeCode validation
Broken linksSite maps and Robots txt‘s
Servre fuctions
Content AuditsKw visibility reports
Web AnalyticsKw Efffectiveness score
Page Indexed
Link checkingPage validation
Server responseHTTP Header checks
Images
Video
Presentations
Rich Internet
ApplicationsMaps
Text Content/
Blogs
Off-Site
On-Site
Technical
Podcasts
Google Universal
Web Results
Image Results
News Results
Video Results
Web Results
Blended Search Results Study
Source: JupiterResearch
2006 2009
Massive Opportunity
• With close 2.100.000.000 people using the Internet world wide it is taking down all barriers in the way we can market our products and services
THANK YOU
Kristján Már Hauksson