The Power of SEO

Search Engine Marketing

kmh@nem.is

Iceland

I Have had the pleasure working with...

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

Google

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

Twitter

Facebook

Digg

LinkedIn

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