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The Power of SEO
Search Engine Marketing
kmh@nem.is
Iceland
I Have had the pleasure working with...
I am business person

I care about
         the opportunity

 Strategy -> Implement
Web Marketing
The world
80%
80% of searches are
informational
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
Web Marketing
Internet versus traditional
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


             Relevance   Authority



  Indexibility                       Clickability

                    SEO
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
Test your site
Crawling   Which pages have the search engines
           crawled?

           What kind of pages are they?

Indexing   Has the search engine indexed all of the
           crawled pages?


Ranking    How’s the search engine traffic?
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
                                                 93%
                                            of consumers use the Internet to
        agents use the Web to                   research major purchases.
        research purchases of
        products and services.




             +130                                       64%
                                                          of net users start
          Europe retail e-commerce sales
                                                       purchase research with
             In billions of £ las t year.                  search engines.
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.
                                     56%
~ Source: Web-Smart CMO Report
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
Seize the

Moment
Carpe Diem
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


              The           The        The Social   The Status      The
   Field
            Purchase       Query         Graph       update       Check-in


                                                     What I’m
                                       Who I am
   Signal   What I Buy   What I want                 doing /     Where I Am
                                       and know
                                                    Happening


             Amazon        Google      Facebook      Twitter      Gowalla
  Sample
               eBay        Yahoo       MySpace      Facebook        Yelp
  players
             Limundo        Bing        Google       Google      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.
Web Marketing
  Organic Visibility 101
20:40:40 SEO rule



        20%                  40%               40%

Technical items         Copy / Text         Links
-   Site Architecture   -   Quality         -    Quality
-   Navigation          -   Accessibility   -    Content relation
-   Programming         -   Meta data       -    & more …
-   & more …            -   & 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…
The Power of SEO
      Case Studies
      Pure Organic
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.-       What was done:
  –   Year five – 2008: $360,000.-       Good CMS
                                         Keyword analysis
  –   Year six – 2009: $800,000.-        Organic Search marketing
  –   Year seven – 2010: $1,000,000.-
       • Physical store opened in 2009
       • Minimum inventory
       • 2.5 employees
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
POST
.. Setting the pace
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
What
.. Universal Results
The Power of SEO - Nordic eMarketing
Mapping your digital asset cloud

                                                               G Buzz          Technorati
                                      YouTube
                   eBay

          Flickr                                               RSS          PPC
                                     Email lists
                          Blogs                      .co.uk                Mobile
                          Company         .dk                  .de
                          Regional
Twitter                   Topical       .us                     .no        User forums
                                                     .COM
                          CEO
                                         .nl
                                                               .is                          Vimeo
                                               .pt                      Display
                          Intranet                   .fr .se
                                                                      PR
 LinkedIn                         Newslettes
                                                     Webinars
                                                                                  Digg
               Slide Share
                                                Facebook
SEO main areas of focus

                                                          Monitoring & measuring


                      Off-Site        Direct Requests
                                      Site sponsoring
                                                              Link reporting
                                       Press releases           Syndication reporting
                                    Article syndication
                                    Link remeddiations

                                                                    Content Audits
            On-Site                Content optmization                Kw visibility reports
                                 Page Markup (H1, H2, etc)              Web Analytics
                                      Link structure                      Kw Efffectiveness score
                                      URL structure
                                    Asset optmization
                                                                             Page Indexed
                                   Content optmization

                                                                                  Link checking
                                      Page loading time                             Page validation
Technical                              Code validation                                 Server response
                                        Broken links
                                 Site maps and Robots txt‘s
                                                                                         HTTP Header checks
                                       Servre fuctions
Content is Much More Than Text

                                                   Text Content/ & measuring
                                                     Monitoring
                 Rich Internet
                                                   Blogs
                 Applications
                                                                       Maps
                 Off-Site             Direct Requests
                                                              Link reporting
                                    Link remeddiations
                                                                Syndication reporting
 Presentations                        Site sponsoring
                                       Press releases
                                    Article syndication                                 Images
                                                                    Content Audits
  PodcastsOn-Site                  Content optmization                Kw visibility reports
                                 Page Markup (H1, H2, etc)              Web Analytics               Video
                                      Link structure                      Kw Efffectiveness score
                                      URL structure
                                    Asset optmization
                                                                             Page Indexed
                                   Content optmization

                                                                                  Link checking
                                      Page loading time                             Page validation
Technical                              Code validation                                 Server response
                                        Broken links
                                 Site maps and Robots txt‘s
                                                                                         HTTP Header checks
                                       Servre fuctions
Google Universal


 Image Results


 Web Results



 News Results




  Video 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
Kristján Már Hauksson

THANK YOU

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The Power of SEO - Nordic eMarketing

  • 1. The Power of SEO Search Engine Marketing
  • 4. I Have had the pleasure working with...
  • 5. I am business person I care about the opportunity Strategy -> Implement
  • 7. 80% 80% of searches are informational
  • 8. 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
  • 10. More importantly • Mobile phones world wide have passed 4,6 billion with over 1 billion smart phone users
  • 12. Every page is the front page
  • 13. 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
  • 14. Four Fundamentals of SEO Relevance Authority Indexibility Clickability SEO
  • 15. 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
  • 16. Test your site Crawling Which pages have the search engines crawled? What kind of pages are they? Indexing Has the search engine indexed all of the crawled pages? Ranking How’s the search engine traffic?
  • 17. Inclusion Test  Test how many pages are being indexed site:www.yourdomain.com
  • 18. 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)
  • 19. Consumers embrace the Internet! 95% of corporate purchasing 93% of consumers use the Internet to agents use the Web to research major purchases. research purchases of products and services. +130 64% of net users start Europe retail e-commerce sales purchase research with In billions of £ las t year. search engines.
  • 20. 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
  • 21. 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
  • 22. 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. 56% ~ Source: Web-Smart CMO Report
  • 23. People react online • You can see clearly when things are top of mind they become top of search – This is Iran only searches.
  • 25. 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
  • 27. 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
  • 28. The mapping cycle of “users” is closing The The The Social The Status The Field Purchase Query Graph update Check-in What I’m Who I am Signal What I Buy What I want doing / Where I Am and know Happening Amazon Google Facebook Twitter Gowalla Sample eBay Yahoo MySpace Facebook Yelp players Limundo Bing Google Google Foursquare
  • 29. 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
  • 30. 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.
  • 31. Web Marketing Organic Visibility 101
  • 32. 20:40:40 SEO rule 20% 40% 40% Technical items Copy / Text Links - Site Architecture - Quality - Quality - Navigation - Accessibility - Content relation - Programming - Meta data - & more … - & more … - & more …
  • 34. 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
  • 35. Then there are links
  • 36. 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…
  • 37. The Power of SEO Case Studies Pure Organic
  • 38. 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.- What was done: – Year five – 2008: $360,000.- Good CMS Keyword analysis – Year six – 2009: $800,000.- Organic Search marketing – Year seven – 2010: $1,000,000.- • Physical store opened in 2009 • Minimum inventory • 2.5 employees
  • 39. 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
  • 40. Great Local Sample of Success
  • 43. 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
  • 44. 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.
  • 45. 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
  • 46. 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
  • 48. 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
  • 51. Mapping your digital asset cloud G Buzz Technorati YouTube eBay Flickr RSS PPC Email lists Blogs .co.uk Mobile Company .dk .de Regional Twitter Topical .us .no User forums .COM CEO .nl .is Vimeo .pt Display Intranet .fr .se PR LinkedIn Newslettes Webinars Digg Slide Share Facebook
  • 52. SEO main areas of focus Monitoring & measuring Off-Site Direct Requests Site sponsoring Link reporting Press releases Syndication reporting Article syndication Link remeddiations Content Audits On-Site Content optmization Kw visibility reports Page Markup (H1, H2, etc) Web Analytics Link structure Kw Efffectiveness score URL structure Asset optmization Page Indexed Content optmization Link checking Page loading time Page validation Technical Code validation Server response Broken links Site maps and Robots txt‘s HTTP Header checks Servre fuctions
  • 53. Content is Much More Than Text Text Content/ & measuring Monitoring Rich Internet Blogs Applications Maps Off-Site Direct Requests Link reporting Link remeddiations Syndication reporting Presentations Site sponsoring Press releases Article syndication Images Content Audits PodcastsOn-Site Content optmization Kw visibility reports Page Markup (H1, H2, etc) Web Analytics Video Link structure Kw Efffectiveness score URL structure Asset optmization Page Indexed Content optmization Link checking Page loading time Page validation Technical Code validation Server response Broken links Site maps and Robots txt‘s HTTP Header checks Servre fuctions
  • 54. Google Universal Image Results Web Results News Results Video Results
  • 55. Blended Search Results Study Source: JupiterResearch
  • 56. 2006 2009
  • 57. 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

Notas del editor

  1. Connects the the physical to the virtual
  2. Provide alternative pages
  3. Provide alternative pages