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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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Doing Business in the Digital Age
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Page 1: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

Doing Business in the Digital Age

Page 2: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

SEARCH ENGINE MARKETING “best practices”

Who is Websem?

• 15 years of combined knowledge & experience in SEM

• Fields of expertise: * SEO * SEA (Google AdWords) * Online Marketing Strategies * Business Intelligence * Consultancy & Training

• Clients : National & In International

Page 3: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

SEARCH ENGINE MARKETING “best practices”

Topics for today

• Everybody talks about it …• Doing Business in the Digital Age• Why & How ?• SEO is the best long term digital investment• On page - Off page SEO - Keyword Research• Questions

Page 4: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

SEARCH ENGINE MARKETING “best practices”

Everybody Talks About it …

“ 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. ”

But many forget the most important aspect of Digital Marketing.Doing online business is not about quick wins or profits but how to obtain a long term investment which stands for optimal exposure in search engines. The combination of long term & short term demands a lot of research & analysis.

Page 5: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

Doing Business in the Digital Age

• It’s Not about Speed

• Data Collection is essential

• 3 keywords : PR, Communication & Words

Page 6: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

SEARCH ENGINE MARKETING “best practices”

Why & How ?

Why?

” 85% of online visitors use search engines to research a purchase. ”“ 1 in 3 conversions takes place 30 days after the research began. ““ 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 …

Page 7: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

SEARCH ENGINE MARKETING “best practices”

Page 8: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

Page 9: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

SEARCH ENGINE MARKETING “best practices”

SEO is the best long term digital investment

Page 10: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

SEARCH ENGINE MARKETING “best practices”

No direct domination on the web, but longterm authority Keeps the balance between paid and organic search Is supported by Social Media, the evolution of the last decade The majority of web traffic is driven by the major commercial search

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

SEO is the best long term digital investment

Page 11: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

SEARCH ENGINE MARKETING “best practices”

“ We rank the results using over 200 Factors ”

Page 12: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

SEARCH ENGINE MARKETING “best practices”

On page, Off page SEO & Keyword Research

Page 13: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

SEARCH ENGINE MARKETING “best practices”

Google’s Keyword Tool

Page 14: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

SEARCH ENGINE MARKETING “best practices”

Google AdWords Keyword Data

Page 15: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

SEARCH ENGINE MARKETING “best practices”

Content Creation

Take the OUTPUT of your Keyword Research

Write Content for Search Engines ( High Volume Keywords ) Write Compelling Content for your Audience ( Natural/Engaging Content )

Whatever you Create just Make it Social Sharable !

Page 16: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

SEARCH ENGINE MARKETING “best practices”

Link Building

Wikipedia

“ link building describes actions aimed at increasing the number and quality of inbound links (incoming links) to a page.”

Page 17: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

SEARCH ENGINE MARKETING “best practices”

Social Supports SEO

Page 18: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

SEARCH ENGINE MARKETING “best practices”

Tools

Page 19: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

Page 20: Guest Lecture "Digital Marketing" InHolland Hogeschool 6 March 2013

Erdal GülFounder WEBSEM [email protected]

Twitter: seo_websem


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