Aeg eksperimenteeridaotsimotooriturundusega

(mõõdukalt ja mõõdetavalt)

Robin Gurney

Search Marketing is important

» More and more people use search

» In Estonia more the most popular search tools are NETI, Google and Rambler, www.ee and Delfi

» Which search engine do you use?

..because

Why is it difficult?

» Most searchers click on organic results

» Content must exist and be accessible to be

visible in search engines

» Text and banner ads need constant refining

to get the best results

» You have to know what people are

searching for before you can give it to them

» Know the language of you customers

» Most sites are NOT search engine friendly and so changes to content, design and structure are required

» The trade off between pretty and visible in organic results is a big issue for some companies

» Search engines like links and so you should have a separate link building program

» There’s a lot to do, lots of new tools to learn to use

Search Marketing is not easy but it’s very rewarding ☺☺☺☺

How does it work?

» Searchers enter a query (search term)

» Search engine:

• Matches the query

• Analyses the query to decide how to find best results

• Finds the pages in the index that match

• Ranks the matching page

• Gathers data to display results

Free “organic results” and Paid options

Meta tags and stuff

How searchers behave ... dependson their INTENT

Navigational searchesWhere are you?

Air Estonia

Hansapank

SEB

Amazon

MTV

Ministry of Economics

Reval Hotels

Do you rank well for the obvious?

Informational SearchesI want to learn about …

London

Mustikad

Thomas Edur

Ice dancing

Digital cameras

Kodulaenud

Transactional SearchesThe best … they want to DO

somethingBUY ☺

Download ☺

Access databases etc ☺

Nokia n95

Cheap flight Tallinn to London

e-turundus konverents

Source: Search Engines Marketing, Inc by Mike Moran and Bill Hunt

Back one step … Web Conversion Cycle

search, learn, shop, buy, receive,

use, talk about

Measuring Search Marketing Success

TARGET YOUR FIRST CAMPAIGN

ASSESS YOUR CURRENT

SITUATION

CALCULATE YOUR OPPORTUNITY

» Choose something high profile

» Make sure the impact is measurable

» Keep it simple

» Make it practical

Target the first campaign

Focus on keywords that people use

Tools exist to help you to do keyword research in

Google

Neti

wwWärav

Match or create landing pages (what do you want people to see when they arrive) and make sure

they are indexed.

Check rankings of your landing pages for important keywords

Check your competitor search rankings

Check Google Analytics or Webalyzer etc. to see where traffic

is coming from now

If possible project keyword demand to calculate future traffic

and discover missed opportunities

Project future traffic

Project traffic to action conversions

www.altex.ee/laenud

Summary

Target search campaignChoose target area of your site

Pick your keywords

Assess your current situationIdentify landing pagesCheck search index

Check rankingsCheck competitor rankings

Measure current traffic levels

Calculate OpportunityCheck keyword demand

Discover missed opportunitiesProject your future trafficProject future conversion

Define your search marketing Strategy

Choose the scope:One product?

One line?

Whole site?

All languages?

Size of budget?

Duration of campaign:Short or long term?

Permanent?

Divide the work:Who is going to do what?

Copywriting?

Tech?

Strategy?

Some search engine marketing tasks

Defining the strategy?

Everything in-house?

An agency?

Organic or paid search or both?

Where is budget coming from?

How do we prove return?

Targeting the search engines?Neti? Google? Delfi Search?

wwWärav? Rambler? Yandex?

MSN? Yahoo?

Keyword research

Bid management and ad optimisation

Optimisation of content, meta tags etc.

Technical & structural website reviews and

changes

Choosing buying and operating specialist tools

and software

Reporting metrics (traffic, rankings, conversions

etc)

Outsourcing search marketing checklist

Organic search experience

Paid search experience

Good relationship with search engines

especially the most important ones in your

markets

Search marketing strategy

Keyword research

Technical expertise from search perspective

Reliable business – solid company

Testimonials

Local office

Offer any guarantees

Ethical approach (no doorways, spamming,

cloaking etc.)

Selling Search Marketing Internally

Put together your proposal e.g. a combined Neti and Google campaign

Sell it to the extended Search team ( Brand managers, IT department, PR Sales, lawyers, copy writers, content

writers, translators, webmaster, web developers,

Information architects, style guide developers, metrics specialists, web governance)

Sell it to the executives

ProposalCalculate potential revenue, cost and profit

Revenue formula example

Project monthly traffic increase = 10000

Conversion rate to sale = 2%

Monthly sales increase = 200

Ave sale price = 100€

Monthly revenue increase = 20,000€

Annual revenue increase = 240,000€

Costs and profit will depend on split of SEO and

Paid Search

Plan

Organise: who, organic v paid or

both, scope, keyword analysis,

budgeting and opportunity spotting

Audit: For organic search you will

need to check and fix technical and

content issues

Learn: How will you fill gaps in your

knowledge? Training? Outsourcing?

Books?

Implementation: technical changes,

content writing and copywriting, bid

monitoring, web analytics (monitor

traffic and conversions), link building

10 questions executives might ask you(make sure you have the answers)

What is Search Engine Marketing and why does it matter?

1

How does it help achieve my

corporate goals?

2

Where are we now on this?

3

What are competitors doing?

4

What are you proposing exactly?

5

What’s the business value you can

achieve for us?

6

How much does it cost?

7

How long will it take?

8

Why should this take priority over xyz

(e.g. big banner ad campaigns)?

9

What are the risks?

10

A Tip: Install Google Analytics

Its free and will help you measure the effectiveness of your search marketing efforts and compare them

with banner advertising and your other online activities, ask tõnis@altex.ee to point you in the

right direction

And then you have to

execute the plan... but that’s for another day

Suur tänu!