1. Search Engine Marketing
@maartenvherck

2. Hate to disappoint you…

3. SEM
SEM
SEO
SEO SEA
SEA
(on & off page)
(on & off page)

5. Basically it’s simple …
Or is it?

6. So what’s the REAL difference?
SEO: SEA:
-Great long-term ROI -More expensive
-High ceiling & volume -Lower ceiling & volume
-More exposure & awareness -May be subject to ad blindness
-Though to quantify -Highly measurable
-Lot’s of work -Less development needed
-Takes a while (not for short term) -Quick setup

7. Search engine marketing process
Immediate
Immediate Long term
Long term
Ongoing communication
Ongoing communication
exposure
exposure visibility
visibility
SEA:
SEA: SMM:
SMM: SEO:
SEO:
Pay per click
Pay per click Social media
Social media Search Engine
Search Engine
advertising
advertising marketing
marketing Optimization
Optimization

8. The relevance of Search Engines
“Since the inception of web search, the activity
has grown to heights of great popularity, such
that in December of 2005, the Pew Internet &
American Life Project found that 90% of online
men and 91% of online women used search
engines. Of these, 42% of the men and 39% of
the women reported using search engines
every day and more than 85% of both groups
say they "found the information they were
looking for.”
– SEOMOZ

9. Why is it important?
• The ROPO effect: search online – purchase offline
“40% of buyers have used a
search engine through the
research process, helping
drive incremental offline sales”
• Proven that SEM works really good together with
traditional campaigns.

10. Importance of a good performance
• SEO:
– top 3 results :
100% visibility
– 2nd page: 4%
• SEA:
– results on top of
page: 80 -100%
– on the right side:
10 – 50%

11. Focus on Google
 42.1% of all internet users access Google each day

12. It’s all about keywords…

13. SEO
AKA organic search optimization

14. Why is it important?
• Only 6% of all searches conducted reach the
second page of the Google search results
“The best place to hide
a dead body,
Is page 2 of Google search
results”

15. Steps to optimize your website

16. How to measure site performance
• Google Page Rank
• Alexis Ranking
• Measure with SEO Quake

17. On page SEO

18. Strategy
• Decide which are the most important facts you
want to highlight
• Make clear for the consumer and search engines
what’s important by the build up of the site
• Make sure that every page has internal links to
other pages of the website. These will improve your
SEO

19. Strategy

20. Content
• Find out which keywords are important per page
• use the keywords 2-3 times within the copy
• Put keywords in bold. This way Search Engines recognize
them easier
• Use the most important keywords in titles and url tabs
• Important to use a lot of in-copy links between the
different pages

21. Content

22. Technical
• Make sure the website is built up with H1 / H2 /H3
title tags
• Implement meta data: alt tagging / meta words/ meta
keywords/ meta description
• Use robots.txt to guide Search Engines through your site
• Use sitemaps

23. Technical
• Take loading speed into account
• Make URLs user friendly
• Measure your site in SEO browser

24. Off page SEO

25. Linkbuilding
• Search Engines are very sensitive for inbound links.
• Links need to be relevant
• Better one inbound link from a site with PR7 than a
hundred with PR1
• Work with affiliates

26. Blogging
• Help being relevant for a website
• Try to use as much keywords as possible
• Link to different pages of your website
• Use tags

27. Blogging

28. SMM
• When having a good conversation and relevant
content, Social Media can boost your website’s
page rank
• Link frequently to pages of your website
• G+ will be very important for SEO due to the +1
button on Google and because all public shares
are indexed

29. SMM
Though search engines
and e-mails keep the most
used online, social media is
dramatically growing
importance.

30. But this all doesn’t mean
you can’t be creative

32. Comparethemeerkat.com

33. Comparethemeerkat.com

34. SEA
AKA paid search

35. More than only Google Search Results
– Google properties: Gmail, Youtube, Google
docs,…

36. More than only Google Search Results
– Google Content Network

37. More than only Google Search Results
– Make your own mediaplan with Google
Doubleclick

38. Keywords
• Important: search, investigate and work with the
top keywords
 Based on relevance CTR and CPC
• 3 types of keywords:
– Generic
– Specific
– Brand

39. Keywords match types in Adwords
Type Inserted in Appear when example
adwords
Broad Caribbean All sentences containing Caribbean holiday Cruises /
match Cruise this word or combination Cruise holiday in the
of these words in any Caribbean
order is used in the query
Phrase “Caribbean Keywords are typed in Cheap Caribbean cruise
match Cruise” the exact order specified /Caribbean Cruise deals
Exact [Caribbean Keywords must be only Caribbean Cruise
match Cruise] end exactly what the user
types in
Negative e.g. Ads will not appear when No ad appears when
match -Tom this search term is someone types: Tom Cruise
Cruise entered in the query

40. Adwords campaign

41. Quality Score
The higher the quality score, the lower the CPC
Furthermore it plays a huge roll in determining
whether you appear above the search results

42. An online auction
• Possibility to put more pressure on one keyword
than another
• Possibility to put more pressure on certain time
periods
• Possibility to target geographically and
demographically

43. An online auction

44. QnA

45. Assignment

47. assignment
1. Analyze the current situation on Avignonesi (on page,
off page, SMM,... )
2. Find out which keywords to use. Hint: Tuscany is really
important to the brand
3. Make up an SEO strategy and find what we could
improve or adjust (check SEOMOZ ‘s beginners guide)
4. Build an SEA strategy. Which keywords to use , how
much they cost, what the lead generation will be AND
make up a budget for it.